Know-How Exchange : Branding

If you are in the United States, be prepared to pay hefty slotting fees. There's so much competition for the valuable shelf space in supermarkets that the only way in is to buy it.

Of course, once you're in, you have to hold your distribution by promoting frequently and boosting volume any way you can. There are a dozen others with great products waiting in the wings for you to fail, and they'll pay the slotting fee if you falter. The supermarket isn't about to take any chances.

I'd suggest you set up appointments with a few buyers to get some idea of how they work, what they consider when they make their decisions, and what they would recommend for you. Ultimately you'll have to talk to these folks regardless, so why not start by asking for their advice?

The fact that you have FROZEN product makes it all that much more expensive to get into the stores. Just consider the amount of freezer space a store has vs how much shelf space it has.

On the other hand, you could go the speciatly route...Indian stores, Japanese stores etc. They are smaller and have a specific market they reach. It's also easier to get in BUT, they're in the business to make money. So, be prepared to offer something very special like taking it back no charge if it doesn't sell in a certain amount of time.

3 other options:
1) Depending on the kind of snack, convenient or even liquor stores may be willing to take you in. Again, you'll have a better chance at the local 7-11 than at BP gas stations.
2) Join with another company. My wife is a Homemade Gourmet Director. They're always moving in circles of women who are trying new things. It's a party plan and since it's not a competing product, you could join with them (e-mail me on the side if you want to find out how) and promote it directly in people's homes.
3) Get yourself an Ice Cream truck (or even set up a deal with your local Schwann's driver) and get in people's livestyles.

Basically there are a ton of ways to create a demand for your product. Once the demand is there, the stores will ask for it. BUT, there will still be a price to pay!

You CAN do it!

Michael