How to Prep for Chain Review Cycles When You’re Not Ready Now (But Want In Next Year)

By Brielle – CPG Founder, Sales Mentor, and Retail Strategist

Here’s the unspoken truth about retail: if you want to be on shelf next year, the work starts today. Chain retailers work 6–12 months out. Their buyers aren’t waiting for you to “be ready.” They’re building next year’s planograms right now. If you’re an early-stage brand eyeing your first big retail opportunity, prepping that far ahead can feel overwhelming—but it’s not impossible.

In this guide, I’ll walk you through a founder-friendly roadmap for preparing for chain review cycles, even if you’re not ready to pitch yet. We’ll cover:

The retail review calendar and why timing is everything
The data you need to collect now (velocity, demos, store count)
How to organize your brokers and distributors to tee up a win
What to fix in your packaging, compliance, and trade marketing before the buyer ever sees your product

Follow this, and by the time your category review window opens, you’ll look like a pro—not a rookie hoping for a miracle.

Step 1: Understand the Chain Review Calendar

Most chains operate on category review cycles once or twice a year. That means if you want to launch in Spring 2026, you’re likely pitching in Fall 2025. Retailers need that lead time to:

Plan planograms and shelf sets
Negotiate trade spend and slotting fees
Coordinate distribution and reset teams

Sample Category Review Timeline

Category	Review Period	Launch Window
Snacks (Chips, Granola, Bars)	Sept–Nov 2025	Feb–Apr 2026
Dairy & Refrigerated	Jan–Mar 2025	May–July 2025
Beverages	May–July 2025	Oct–Dec 2025

Pro Tip: Ask your broker or distributor for a category review calendar specific to your target chains. Missing your review window usually means waiting another 6–12 months.

Step 2: Start Gathering Your Performance Data Now

Buyers don’t buy hope—they buy proof. By the time you pitch, you need a story backed by real numbers, even if your distribution is small. Start tracking these three key metrics now:

1. Velocity per Store per Week (VPSPW)

This is the #1 metric buyers care about. It answers: “When your product is on shelf, how fast does it sell?” You can calculate it as:

Velocity = Total Units Sold ÷ (# of Stores × # of Weeks)

Goal: 1–3 units per SKU per store per week for most small brands
Use POS data, distributor reports, or manual checks if you’re tiny

2. Store Count and Market Penetration

Even if you’re in just 10–20 stores, track them meticulously. Buyers like to see you can manage small-scale distribution before going big.

Keep a live spreadsheet with store names, addresses, and start dates
Include online retail partners if you’re building DTC traction

3. Demo and Marketing Activity

Retailers love brands that hustle. Track every demo, sampling event, and local promotion:

Dates, locations, and number of consumers reached
Any velocity lift observed during demo weeks
Social media or local PR coverage that supported in-store activity

By the time you pitch, you want to show a small but repeatable sales engine.

Step 3: Build Your Broker and Distributor Relationships Early

If you’re aiming for chain retail next year, your broker and distributor partners need to be in motion now. Here’s the roadmap:

Brokers

Vet and select a broker 6–9 months before your review window
Make sure they have relationships in your target chains
Arm them with early velocity data and marketing plans
Schedule monthly check-ins leading up to review season

Distributors

Confirm you can supply the distributor your target chain prefers
Negotiate logistics, freight, and terms early to avoid last-minute fire drills
Request their sell sheet templates and confirm data requirements for new item setup

Remember: Retailers want to know that once they approve you, product will flow smoothly. Lining up broker and distributor commitments early signals you’re ready for scale.

Step 4: Get Your Packaging and Compliance Dialed In

Nothing kills momentum faster than a buyer loving your product but rejecting your packaging because of compliance issues or weak shelf presence. Before your category review window:

Run a packaging audit: Is it compliant with FDA/CFIA labeling rules?
Planogram-friendly sizing: Will it fit the shelf or require a new rack?
UPC and GTIN readiness: Ensure barcodes are scannable and GS1-certified
Secondary packaging: Case packs should match distributor and retailer requirements

Optional but powerful: Conduct a “shelf scream test” by placing your packaging next to competitors and confirming it pops visually from 6–8 feet away.

Step 5: Build a Retail-Ready Sell Story

When the review window opens, you don’t want to be scrambling to create a deck. Start assembling your materials now:

Sell Sheet: One-page PDF with product photos, features, SRP, case pack info
Velocity Snapshot: Simple chart showing weekly units per store
Marketing Calendar: Highlight planned demos, social pushes, or campaigns supporting the launch
Broker & Distributor Details: Show the buyer that logistics are covered

When you present with confidence and data in hand, you immediately move out of the “too early” bucket.

Sample 12-Month Prep Calendar for Chain Reviews

Months Before Review	Key Actions
12 Months	Start tracking velocity, store count, and demo activity. Begin light outreach to brokers.
9 Months	Lock in broker. Begin distributor conversations. Audit packaging for compliance.
6 Months	Run shelf scream tests. Finalize distributor agreements. Begin sell sheet drafts.
3 Months	Review velocity data, refine pitch deck. Confirm inventory and production capacity.
0 Months	Category review window: submit for review or pitch live with broker support.

Step 6: Align Marketing and Operations

Retail buyers increasingly expect brands to drive their own velocity. Before the review window:

Plan demos and sampling: Retailers love to see how you’ll support trial
Secure social and email campaigns: Even small audiences show proactive marketing
Confirm production capacity: Can you fulfill orders without delays?
Check cash flow: Slotting fees, promos, and first POs can strain your budget

Final Thoughts: Slow is Smooth, Smooth is Fast

If you’re not ready this year, that’s okay—most brands underestimate the lead time for big retail. But if you follow this 6–12 month prep plan, you’ll enter next year’s category review cycle with confidence. Buyers notice the difference between a founder who’s reactive and one who’s ready.

Get your data, team, and packaging in order now. Next year, instead of wishing for a miracle, you’ll be shaking hands on a launch.

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