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Selling to Supermarkets and Other Retailers

(12 Posts)
Larabakes Mon 09-Sep-13 13:24:27


I have a business selling Soft Pretzel Baking Kits and Pizza Base mixes. I have had a good response locally and looking to sell to Food Service Retailers and Supermarkets as a way to sell nationally.

Has anyone done this before or got any ideas on how to go about it, as well as selling nationally please? I'll be interested to know. Thanks.

ModeratelyObvious Thu 12-Sep-13 18:52:38

How would you scale up to do that?

BNmum Fri 13-Sep-13 20:53:54

Are these kits produced in the uk or are you importing and hoping to be the main distributor in the uk?

You could try attending trade shows, get in touch with your local food group (if still around) or ukti if these kits are imported.

Larabakes Thu 19-Sep-13 19:02:31

Thanks for your replies. I thought I wouldn't be getting any so stopped checking.

I don't know, ModeratelyObvious, I was hoping someone might be able to point me in the direction of specialist that do the whole process iyswim. From approaching the supermarkets to contracting out packing the products.

BNmum, they are produced in the UK and got all necessary certification. I will check out trade shows and the food group. Thanks.

ModeratelyObvious Thu 19-Sep-13 19:06:53

Ok. So did you design the kits? Have you got strong branding? How big is your range? What's your turnover like at the moment, approximately?

Larabakes Fri 20-Sep-13 21:21:39

Yes I did.

Not sure about strong branding as I don't believe the business name would ring bells everywhere immediately.

It's just the Pretzel Mix and the Pizza Mix, so just 2 products.

I'd rather not say the exact amount if you don't mind, but it's not enough hence the need to find other means of getting the products out there and especially as it is a volume business.


ModeratelyObvious Sat 21-Sep-13 23:13:55

Lara, the reason I asked about the branding and turnover was to see what value you might bring to the supermarket (or an agent) vs them taking the kit idea and own-branding it.

If you have built something that's "got legs" without the supermarkets, you're in a stronger position.

Google Growth Accelerator programme, they may be able to match you with an experienced mentor from your sector.

ChippingInNeedsSleepAndCoffee Sat 21-Sep-13 23:16:20

Good luck smile

I dont mean to be critical, but isnt pizza base just flour, salt and dried yeast? I would personally not buy a pizza base mix as it is so easy to make myself that buying it as a mix is not really going to save me much time.

I did however go to Waitrose the other day asking if they had ready made, ready rolled pizza bases, like you have puff pastry ready to roll in the dairy section. They had no clue what I was on about. This is a product that I strongly believe can do well, as it is seriously time saving if you do want to make home baked pizza quickly.

Larabakes Sun 22-Sep-13 08:53:43

Thanks Moderatelyobvious. Now I understand, probably better concentrating on developing the brand. I will check out the network. Thanks a lot x.

Thanks Chipping, need all the luck x.

Yes Quintessential, valid points that I have thought about too. But you are missing a few other ingredients that make all the difference smile. There's the pleasure in making yours if you don't have the perfect recipe or time to try all sorts. I wouldn't do the ready bases as it would require preservatives. Don't know how they would keep outside the freezer otherwise. But I agree they are the quicker option. Thank you.

As part of your brand development, you might want to think about how you place yourself in the market and who your customers are.

People who like pizza? (They may not want to bake it though)

People who like pizza and are happy to bake? (They may already be confident in their pizza dough making abilities and dont see the need for your product)

People who are cost conscious, like pizza, dont bake much else (so wont have flour, yeast, magic ingredients wink in the house already) and think getting a Larabake bag excellent value?

Are you focusing on good value? If so, have you made a cost analysis and worked out how much each larabake bag will cost you to make on a sliding scale of quantities ordered, how much you need to break even, and even better make a profit?

Are you focusing on a superior pizza base mix of excellent quality and taste? If so, your market will be different to the "good value" route. But how will you convince the consumer that your pizza base is special?
How will you counter the average shopper looking at your product on the shelves thinking "oh pizza base mix, thats just flour, salt, yeast,x, y, olive oil and water" and grab a bag of strong white bread flour instead?

How will people know that your product is better than they can make at home? Because that seems to be what you are focusing on based on your earlier reply. How do you plan to market your product to communicate to consumers its superiority?

Pizza Express has moved into the grocery market and sell both ready made pizzas as well as Pizza Express Passata. (I would not be surprised if they soon launch Pizza Express grated cheese mix, and combine 60% mozarella with 10% gruyere and 30% mild cheddar) They already have a brand that consumers associate with high quality and tasty pizza, so they dont need to work hard to convince the consumer that their product is excellent (though it could be argued that it puts people off going to their restaurants as their shop bought pizzas are so far removed from the good pizza you get in the restaurant. Soon people will have forgotten how good the pizza in the restaurant is, and they will associate pizza express with blue cardboard boxes and so-so pizza).

You dont have the advantage of a strong brand, so you need to think carefully who your target market is, and why they should want your pizza base mix when you work on building your brand.

Larabakes Sun 22-Sep-13 12:09:31

Thanks for the comprehensive response, well appreciated. Lots more to think about.

Yes, I've done the financials, it's what I do professionally -financial appraisals. It's the other bits like marketing to create the brand awareness -without having the funds to advertise massively - as you've noted that I'm not so clued up on.

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