How to Get Listed in Supermarkets – 6 Steps for 2025

Grocery retail remains one of the strongest growth channels for emerging consumer brands in 2025. Supermarkets offer massive potential, but also set high standards in terms of product quality, data accuracy, and technical integration. This guide walks you through the six key steps to successfully connect with large retailers.

1. Prepare your product and brand

Before approaching buyers, ensure your product is shelf-ready: consistent quality, compliant packaging, EAN/GTIN codes, product liability insurance, and a clear sustainability angle are essential. A unique selling proposition and compelling brand story will help you stand out in a crowded market.

2. Understand the listing process

Each supermarket chain has its own listing model – ranging from local store listings to national programs. For emerging brands, regional pilots or startup programs often provide a realistic entry point. Make sure your pitch deck, product samples, and pricing are tailored and professional.

3. Get your product data right

Successful onboarding depends on clean, standardized product data: ingredients, nutrition facts, images, certifications, prices, and packaging formats must be complete and retailer-compliant. Many grocers use specific portals or templates, so early alignment is crucial.

4. Ensure logistics readiness

‍Whether you deliver via central warehouse or direct-to-store, logistics reliability is critical. Plan for accurate carton configurations, reliable lead times, traceability, shelf life guarantees, and efficient returns processes.

5. Set up your EDI integration

‍Most large retailers require EDI (Electronic Data Interchange) for seamless order and invoicing workflows. At minimum, you’ll need to handle orders (ORDERS), dispatch notes (DESADV), and invoices (INVOIC) automatically through your ERP or middleware. Compliance with their specifications is non-negotiable.

6. Support your product at the POS

Being listed is only the beginning. In-store success requires visibility and engagement: think secondary placements, samplings, local marketing, and building strong ties with store personnel. Track your sell-out data closely to spot trends and act quickly.

Conclusion

‍Getting listed in a major supermarket is challenging but rewarding. With solid preparation, strong technical infrastructure, and active sell-out support, your brand can scale effectively and become a trusted retail partner.

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