By Stacy Bates, MS, RDN, SPAN Health Strategies
A great product doesn't guarantee shelf space. Buyers see many pitches, and most sound alike: clean, better-for-you, high-protein. The brands that win make it easy for a retailer to say yes.
For 12 years I sat on the retailer side at H-E-B, leading nutrition strategy and working with category managers, marketing and e-commerce teams. My team at SPAN Health Strategies includes a former food broker and a former category manager. Here's what we see separate brands that land.
Lead with the retailer's goals, not yours
Buyers care about category growth, margin, traffic and their shoppers. A strong pitch answers:
Which shopper does this bring in or keep?
What gap does it fill in the category?
How will it be supported with marketing and promotions?
Why is it credible?
Make your health story accurate and specific
Vague wellness language erodes trust. Health and nutrition claims also carry regulatory rules on what qualifies and how it can be worded. A clear, compliant claim beats a bold one that a retailer's team flags.
Ask yourself:
Does the product meet the criteria for the claims on the package?
Can you explain the nutrition benefit in one plain sentence?
Does it fit the retailer's own health and wellness programs or shelf tags?
How does this product help them keep or capture a customer in their category and across the total shop?
Speak to every team, not just the buyer
Retail decisions involve category management, marketing, retail media, e-commerce and, increasingly, in-store dietitians. Brands that equip each team with the right message move faster. Dietitians, for example, need nutrition facts and evidence, not slogans.
Bring credible voices
Registered dietitians and other health professionals give your product credibility with retailers and shoppers. Programs that educate professionals, rather than paying for endorsements, build longer-lasting trust.
Where to get help
SPAN Health Strategies helps food brands sharpen positioning, check claims and prepare for buyer conversations, with experience from both sides of the table. Contact us to talk through your next retailer meeting.