Creating a strong content strategy for CPG brands

Entering the U.S. market as a CPG brand—especially in food and perishable goods—is a challenge that goes beyond product quality. You’re not just selling a product; you’re selling trust, visibility, and retail viability. In such a highly competitive landscape, where shelf space is limited and buyer attention is scarce, content is one of the most powerful tools to differentiate your brand, secure distribution, and drive sales.

However, most brands fail to use content strategically. They either focus on basic brand awareness (which doesn’t translate to sales) or produce content that doesn’t address the real pain points of wholesalers, retailers, and consumers.

This guide will walk you through how to create a CPG-focused content strategy that helps you:

  • Gain traction with wholesalers and retailers so they take your brand seriously.
  • Educate and engage consumers to generate demand before your product even hits shelves.
  • Drive long-term sales by positioning your brand as a trusted industry player.

Why content is essential for CPG brands entering the U.S. market

1. Content builds credibility with wholesalers and buyers

One of the biggest mistakes international CPG brands make is assuming that wholesalers and retailers will be interested in their product simply because it sells well elsewhere. The reality is that buyers take on a significant financial risk when they add a new brand to their catalog.

To earn their trust, you need to prove that:

  • There is demand for your product in the U.S. market.
  • You understand the competitive landscape and have a strategy for success.
  • Your brand is positioned correctly for retailers to make a profit.

🔹 Case study: How Oatly used content to break into U.S. retail
Oatly, a Swedish oat milk brand, didn’t just launch in the U.S. with ads—they built an entire educational content strategy. Instead of focusing on just “why oat milk is great,” they:

  • Created in-depth content explaining oat milk’s advantages over dairy and almond milk (targeting health-conscious and sustainability-driven consumers).
  • Used social proof and testimonials from baristas and chefs to create demand before launching in stores.
  • Developed retail-focused sales materials to educate grocery buyers on why Oatly deserved shelf space.

This education-first content approach helped Oatly secure distribution across major retailers and establish itself as a category leader.

2. Content helps CPG brands control their narrative

Retailers are not responsible for marketing your product. If a consumer doesn’t know your brand before seeing it on a shelf, there’s a low chance they’ll pick it up over a competitor they recognize.

🔹 What smart CPG brands do differently:

  • Generate demand BEFORE launching in retail through social media, PR, and digital campaigns.
  • Create content that tells a compelling brand story, rather than just relying on packaging.
  • Educate consumers on how to use their product in ways that increase purchase frequency.

🔹 Case study: Chobani’s category disruption with storytelling
Chobani wasn’t the first Greek yogurt brand in the U.S., but it became the dominant market player by crafting a compelling brand narrative. Instead of just marketing its yogurt, Chobani’s content focused on:

  • The artisanal process behind its yogurt production.
  • How Greek yogurt fit into a healthier lifestyle (educating consumers and increasing daily consumption).
  • Behind-the-scenes founder storytelling, making the brand more relatable.

By taking control of its brand positioning through content, Chobani convinced both retailers and consumers that it was the superior choice in the Greek yogurt category.

How to create a content strategy that drives retail success

1. Focus on retailer and wholesaler education content

Most CPG brands only focus on consumer-facing content, but to get into retailers, you need B2B-focused content as well.

What this looks like in action:

  • Case studies & sales sheets for wholesalers → showing how your brand has driven strong sales in similar markets.
  • Retailer pitch videos → giving a high-quality overview of your product and retail performance.
  • Educational reports on category trends → positioning your brand as an expert, making it easier for buyers to trust you.

🔹 Example: Impossible Foods’ retail growth strategy
Before Impossible Foods launched into national grocery chains, they:

  • Created retailer-facing content demonstrating consumer demand through social proof.
  • Developed data-backed reports on the rise of plant-based eating to educate buyers.
  • Launched a dedicated retailer resource hub with content tailored to supermarket chains.

This approach made it easier for retailers to justify adding Impossible Foods to their shelves, accelerating distribution across the U.S.

2. Create demand-driving consumer content BEFORE retail launch

Your biggest advantage when entering a competitive market is building a consumer base that actively seeks out your product. To do this, brands should:

  • Leverage social media and influencers to generate organic buzz.
  • Run educational content campaigns around your product’s benefits.
  • Use geo-targeted ads to create demand near your retail locations.

🔹 Case study: Magic Spoon’s direct-to-retail strategy
Magic Spoon, a high-protein cereal brand, started as a DTC-first company. Before launching in retailers, they:

  • Built a cult-like following online through content-driven branding.
  • Used data from their DTC sales to prove to retailers there was demand.
  • Created hype-driven launch campaigns to ensure their product flew off shelves upon arrival.

This strategy ensured strong sales velocity, making retailers WANT to carry the brand long-term.

Conclusion: turning content into a growth engine for CPG success

A CPG brand’s success in the U.S. market depends as much on content strategy as it does on product quality. The right content:

  • Builds trust with wholesalers and retailers.
  • Creates consumer demand before retail placement.
  • Shortens the sales cycle by providing the right educational materials.

However, even with a strong content-driven strategy, getting your product into retail and securing long-term success requires the right industry connections, execution, and in-store presence.

At Group MCC, we specialize in helping CPG brands break into the U.S. market through strategic broker services, wholesaler access, and retail execution. Our expertise ensures your brand not only secures distribution but also maintains strong in-store performance through sales & merchandising support.

If your brand is ready to scale in the U.S. and needs the right connections and execution strategy, contact us today to explore how we can help you establish and grow your retail presence.

How Working with a CPG Broker Works

For consumer packaged goods (CPG) brands looking to enter and scale in the U.S. market, navigating retail, distribution, and sales execution is one of the biggest challenges. Many brands struggle with securing retail placement, managing wholesaler relationships, and ensuring consistent sales performance in stores. This is where working with a CPG broker becomes essential.

A broker is not just a middleman; they are a strategic partner who helps brands position, distribute, and sell their products effectively. In this guide, we’ll break down how working with a CPG broker works, what to expect, and how to maximize this relationship for business growth.

What does a CPG broker do?

A CPG broker acts as a representative for your brand, working to secure product placement and manage relationships with retailers and wholesalers. Unlike distributors, who physically move products, brokers facilitate deals, negotiate contracts, and ensure that products get into the right stores and stay there.

The core responsibilities of a broker include:

  • Retail buyer negotiations: brokers leverage their industry relationships to secure meetings with key decision-makers at major retailers and wholesalers.
  • Product codification: they help brands get approved and listed with wholesalers, enabling distribution to multiple retail chains.
  • Sales execution: brokers ensure products are properly stocked, priced, and promoted within stores.
  • Market strategy: they provide insights into consumer trends, pricing strategies, and competitive positioning.
  • Trade marketing and promotions: brokers assist in coordinating in-store promotions, merchandising, and demos to boost sales performance.

In short, a broker is your brand’s advocate within the retail and wholesale ecosystem.

Why do CPG brands need a broker?

1. Access to wholesalers and retail chains

One of the biggest hurdles for emerging brands is getting in front of the right buyers. Most large retailers don’t deal directly with brands; they purchase products through wholesalers who act as centralized buying entities.

Without a broker, securing these meetings and getting a product listed is extremely difficult. Brokers have established relationships with wholesalers and can fast-track the process of product placement.

2. Expertise in pricing and retail negotiations

Many brands fail in retail because they don’t fully understand the financial structures of the industry. Brokers:

  • Help brands calculate realistic pricing models that work across wholesalers, distributors, and retailers.
  • Negotiate slotting fees, promotional costs, and margin expectations with buyers.
  • Ensure brands don’t overcommit on promotions that could hurt profitability.

3. In-store sales execution and merchandising

Getting on shelves is only half the battle. If a product doesn’t perform, retailers quickly remove it to make room for higher-selling items. This is why brokers often coordinate sales and merchandising teams to:

  • Monitor stock levels and prevent out-of-stock issues.
  • Ensure correct pricing and display compliance.
  • Run in-store activations to boost product visibility and sales.

Without ongoing support, many brands lose their shelf space within months due to lack of execution.

4. Market insights and competitive positioning

Brokers have deep knowledge of the industry and can provide:

  • Category insights: understanding where a brand fits within its competitive landscape.
  • Consumer trends: identifying what’s driving purchasing decisions and how to capitalize on it.
  • Retailer expectations: aligning brand strategies with what retailers look for in new products.

This level of insight reduces costly mistakes and helps brands make informed decisions.

How does the process of working with a broker work?

Step 1: Initial evaluation and market fit

Before taking on a brand, most brokers evaluate product-market fit to determine:

  • Is the product retail-ready? (packaging, compliance, and certifications)
  • Does it have strong differentiation? (what makes it stand out?)
  • Is pricing structured for wholesale distribution?

If the product meets these criteria, the broker creates a tailored go-to-market strategy for the brand.

Step 2: Retail and wholesaler outreach

Once the broker defines the strategy, they pitch the brand to wholesalers and key retailers. This involves:

  • Securing meetings with category buyers at major chains.
  • Negotiating listing agreements with wholesalers to ensure broad distribution.
  • Aligning on pricing, promotions, and trade marketing budgets.

Step 3: Execution and retail launch

After securing placement, the broker ensures that products are set up for success by:

  • Managing sales reps and merchandisers to drive in-store performance.
  • Running promotions and marketing initiatives to generate demand.
  • Tracking sell-through rates and inventory levels to prevent stockouts.

Step 4: Long-term growth and expansion

A broker’s job doesn’t end after launch. They help brands expand their retail footprint, optimize pricing strategies, and pivot based on performance data. Successful brands use brokers not just for market entry but for sustained growth.

How to choose the right broker for your brand

Not all brokers are the same. When selecting a broker, brands should consider:

1. Experience and industry specialization

Look for brokers with a track record in your specific category (e.g., organic foods, frozen goods, beverages). Experience within the right retail channels dramatically improves success rates.

2. Retail and wholesaler relationships

A broker’s network is their biggest asset. Ask about:

  • Which retailers and wholesalers they have strong relationships with.
  • Their success rate in getting brands into those retailers.
  • How frequently they engage with buyers.

3. Support beyond placement

Placement alone is not enough—a good broker should offer:

  • Merchandising support to ensure ongoing success.
  • Insights and analytics to refine strategies.
  • Promotional coordination to drive consumer awareness.

4. Contract structure and transparency

Brokers typically work on retainer fees and/or commission-based structures. Before signing, clarify:

  • What services are included in their retainer.
  • How commissions are calculated on wholesale deals.
  • Expected timelines for securing placements.

A transparent and structured agreement ensures alignment between both parties.

Conclusion: Is working with a CPG broker worth it?

For emerging brands, working with a CPG broker is one of the most effective ways to navigate the U.S. market. While some brands attempt to go direct, the complexity of retail, wholesaler relationships, and competitive pressures make it nearly impossible to scale without experienced guidance.

A broker opens doors, accelerates distribution, and provides ongoing support—but success depends on choosing the right partner and being strategic about execution.

At Group MCC, we specialize in helping CPG brands secure retail placements, optimize in-store performance, and scale effectively. If you’re looking to break into the U.S. market and need expert guidance, contact us today to explore how we can support your brand’s growth.