How to get your plant-based meat & protein into retail stores
Plant-based protein has cooled after fast growth, so buyers are more selective. Your pitch needs repeat data, a clear taste story and a plan that doesn't depend on novelty.
What plant-based meat & protein buyers look for
- Repeat purchase, not just trial
- Taste and texture proof
- Placement: meat case or frozen
- Turns per facing and shrink risk
- Cold chain and distributor coverage
Why pitches get turned down
- Category decline in many markets
- High price per pound
- Buyers burned by past launches
Retailers to target for plant-based meat & protein
Each retailer weighs these differently. Your pitch should too.
How Vice CPG helps plant-based meat & protein brands
Free readiness audit
Send us your website and the retailer you want. Our team reviews your brand the way a buyer would and emails you a one-page scorecard of what's ready and what's missing.
We build your pitch
Our AI drafts and our retail team finishes a buyer-ready deck, sell sheet and pricing model for each retailer, built around that buyer's checklist.
We take you to the buyer
Pitch it yourself, hand it to your broker, or let our done-for-you team make the introduction, prep you and join you in the room.
Questions
What do retail buyers look for in plant-based meat & protein?
Plant-Based Meat & Protein buyers focus on repeat purchase, not just trial, taste and texture proof and placement: meat case or frozen, on top of the basics every buyer checks: velocity, margin and supply reliability.
Why do plant-based meat & protein pitches get turned down?
Common reasons include category decline in many markets, high price per pound, and buyers burned by past launches.
Do I need a broker to sell plant-based meat & protein to retailers?
Not always. Brokers bring relationships and account management, usually for a commission on sales. Many brands pitch directly or combine a broker with tools like Vice CPG to prepare retailer-specific pitches, pricing and promo plans.
When should I pitch my plant-based meat & protein to a retailer?
Most retailers review each category on a set schedule, often once a year. Pitching ahead of that category review, with your data and paperwork ready, gives you the best chance. Ask the buyer or your broker for the review calendar.
Related categories
Guides for your next pitch
How to Pitch a Retail Buyer (and Win the Line Review)
How to pitch a retail buyer: when category and line reviews happen, what buyers want to see, how to structure a retail pitch deck, and how to follow up.
How to Make a Sell Sheet Retail Buyers Actually Read
What a sell sheet is, what to put on it, the layout buyers expect, and a real example. Plus a free sell sheet template for CPG brands.
Wholesale Pricing and Retail Margin: How to Price a CPG Product
How to set wholesale and retail prices for a CPG product: keystone pricing, margin vs markup, what retailers and distributors expect, and a worked price waterfall.