How to get your product into Kroger
The largest traditional supermarket operator in the U.S., with many regional banners and a strong data and retail media arm.
What Kroger buyers prioritize
- Category growth and a fit within the set
- Promotional plan and trade support
- Regional versus national rollout plan
- Data-backed pitch using shopper insights
What the industry says
- Many brands hire a broker to pitch Kroger; one guide cites broker commissions around 5%. Source
Requirements change. Always confirm current terms with the buyer.
How to prepare your Kroger pitch
Check fit
Confirm your price tier, pack size and shopper match Kroger's format and the category's current set.
Close the gaps
Get velocity data, margin after trade, item setup and compliance documents in order before the meeting.
Pitch to their checklist
Bring a Kroger-specific sell sheet, category story, pricing model and funded launch plan.
Category guides for Kroger
Questions
How do I get my product into Kroger?
Start by confirming your product fits Kroger's shopper and format, then prepare the data and materials its buyers expect: category growth and a fit within the set, promotional plan and trade support, regional versus national rollout plan, and data-backed pitch using shopper insights. Time your pitch ahead of the category review and bring a retailer-specific sell sheet and pricing model.
Do I need a broker to sell to Kroger?
Not necessarily. Many brands pitch Kroger directly, while others use a broker for relationships and account management. Vice CPG prepares your pitch either way.
What do Kroger buyers look for?
Kroger buyers prioritize category growth and a fit within the set, promotional plan and trade support, regional versus national rollout plan, and data-backed pitch using shopper insights.
Guides for pitching Kroger
Slotting Fees: What They Are and What They Cost
What slotting fees are, how much retailers charge, which retailers use them, the alternatives like free fill, and how to budget slotting into a launch.
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.