Buyer Pitching
Pitching UK Grocery Buyers: Win More Listings
Category rationale, shopper insight and commercial construct — how to structure a pitch deck the way UK grocery buyers actually read one at review time.
Every UK grocery buyer has seen a thousand pitch decks. Most look the same: a brand story, a few lifestyle photos, some social proof, and a price list at the back. That deck loses.
Structure the deck for how buyers read
Buyers open on the last slide first — the ask, the commercials, the volume. Structure your deck so those numbers make sense without needing to flip back through the brand story.
Lead with category, not the founder
The buyer's job is to grow their category. Your founder story is context, not the argument. Open with what's happening in the category, what shoppers are asking for, and where your brand fits.
Bring evidence, not adjectives
"Fastest‑growing" means nothing without a source. Cite Nielsen, Kantar, IRI, retailer EPOS or your own D2C data — and know the caveats.
End with a clear commercial ask
SKUs, cost price, RSP, launch window, promotional plan, activation support. Give the buyer everything they need to build a listing paper without a second meeting.