Getting Food Products to the (Super) Market... Part One

Getting Food Products to the (Super) Market… Part One

Because I spent five years at Sainsbury’s Head Office, primarily focused on new product (and packaging) development, the first question every food company I meet asks is ‘How do I get my product into a supermarket?’

So in this blog I am starting with the basics. Be warned, there’s homework!

Get the product right!

1. Your product needs to be right for the customer and right for the market. So here’s some homework for you. Once you’ve done this you should have a better understanding of the market your product has to sell in.

1. Go to the British Library and get membership (it’s free). Go to their Business and IP Centre and take a look through the Mintel reports for the food sector. There will be lots and they cost hundreds of pounds to buy so getting them for free is great. Choose your sector (let’s say ready meals) and read up on what’s happening. The report will tell you how much this part of the food sector is growing and within that which types are doing best e.g. perhaps Chinese ready meals are growing fastest. It will also give you some insight into the kinds of people buying these products. This gives you a better understanding of the market as a whole.

2. Go to a supermarket and take a look at the section where your product is going to be (you hope!). Buy some examples of products. Take them home, photograph them, taste them, compare them to yours (if you can get someone to taste them blindfolded who does not know your product, even better).  Now you should have a better understanding of the competition, because you know how they taste, what they look like and the kinds of packaging used. You also have an idea of price points.

3. Find people who usually buy your type of product. Get them to taste, comment (take the criticism with a smile, don’t get stroppy!), make suggestions. Ask when/why/how they would eat it, what they would pay for it, etc.

2. Your product needs to be safe and legal. Homework here – well, we’re helping you get started because we have two workshops coming up which might just help. We’d be happy to see you there and hope we can help you get closer to getting your product on the shelf.
1. You need to know how to establish and maintain product quality. Part of this lies in understanding how to use your senses to ensure products are meeting the standards you have set – a key to Winning Ways in Product Development http://www.knowledgeconnect.org.uk/kc/event_details/95

2. You need to meet all relevant food legislation, both in how the product is made and in the labelling of it. You need to know about what claims you can make and also about the important area of food allergies. At this workshop we will get to Know your Label http://www.knowledgeconnect.org.uk/kc/event_details/96

This will start to help you in your product development journey from idea to shelf.

And yes, there are other things you need to do on that journey… Some other time I’ll write about approaching buyers (or even better, getting them to approach you!) and what kind of promotional work can help your product get known. But I think that’s enough to get started. Good luck!