How to Pitch Your Ice‑Cream Brand to Convenience Chains: A One‑Page Retailer Proposal

Pitch Your Ice‑Cream Brand to Convenience Chains — Fast, Clear, and One Page

Hook: You have a brilliant ice‑cream SKU but convenience buyers are short on time, shelf space and patience for long decks. They need a clear business case: will this move rollers of profit from a 500‑store rollout or a regional test? This one‑page retailer pitch template gives you the exact fields convenience buyers want — slots, margins, pack size, logistics, and listing asks — with 2026 trends baked in.

Why a one‑page pitch works in 2026 — and why now

Retail buyers at convenience chains like Asda Express are managing faster rollouts, tighter space and more data than ever. Asda Express hit a milestone in early 2026, pushing its network to more than 500 convenience stores — a clear signal: convenience footprints are expanding and buyers want nimble, testable ranges.

"Asda Express has launched two new stores, taking its total number of convenience stores to more than 500." — Retail Gazette, Jan 2026

That growth creates opportunity — but also competition. In 2026, buyers favor small‑footprint SKUs, high margin velocity items, EDI/EDI‑lite readiness, and sustainable cold‑chain solutions. A tidy, one‑page sell‑in that speaks directly to slots, margin math, pack size and logistics cuts through the noise.

What buyers actually care about — in order

1. Shelf economics: How many facings, sell‑through, and margin impact for the store.
2. Pack size & takeout convenience: Single‑serve and share‑size balance for 2026 shopper habits.
3. Logistics & cold chain: Case pack, palletization, lead time and DC vs DSD (direct store delivery).
4. Promotional & launch support: Intro pricing, POS, sampling, and predicted uplift.
5. Compliance & speed: Barcode, nutritional labelling, EDI and sustainability credentials.

The One‑Page Retailer Pitch Template (copy/paste and fill)

Use this layout to create a single printed (or PDF) page you can email or present in a 3–5 minute meeting. Keep fonts legible and compress tables to fit. Replace bracketed placeholders with real numbers.

Header — 1 line sell‑in

[Brand Name] — [Hero SKU] | Fast‑moving, high margin frozen impulse for convenience shoppers

Top‑right: Retailer ask

Objective: National test (500 stores) / Regional test (50 stores) / Pilot (10 stores).
Requested slots: 1–2 facings per SKU; freezer gondola or chest footprint: [width mm].
Launch week: [Week/Month/Year] — proposed 6‑8 week promotional window.

Product snapshot

• SKU: [SKU name] — [flavour]
• Pack size: [e.g., 120ml single serve / 500ml share tub / 4x90ml multipack]
• Case pack: [e.g., 12 single cups per case]
• EAN/GTIN: [barcode]
• Temperature: Keep frozen at -18°C or below

Commercials (clear, small table)

Fill with exact RRP and cost to retailer (CTP). Buyers want to see margin quickly.

• RRP: £[x.xx]
• Case CTP: £[xx.xx]
• Unit CTP: £[x.xx]
• Retailer margin: [Target %] (RRP–CTP)/RRP — we recommend aiming for 30–35% margin for convenience chains in 2026 where allowable.
• Case weight & dims: [kg], [cm LxWxH] (for pallet planning)

Logistics & lead times

• MOQ: [e.g., 4 pallet collars / 500 cases]
• Pallet configuration: [cases per layer] x [layers] = [cases per pallet]
• Lead time: [e.g., 10 working days after PO — peak season add 7 days]
• Distribution: Central DC (preferred) / DSD available via [partner]
• Replenishment: Weekly/biweekly suggested for pilot

Promotional & marketing support

• Intro price: [e.g., 20% off for 6 weeks]
• POS: Shelf wobblers, 1 freezer topper or 2 point‑of‑sale assets
• Sampling: In‑store sampling available for pilot (subject to retailer rules)
• Digital: Featured on brand microsite + social + geo‑targeted ads for store launch

Forecast & expected sell‑through (pilot)

Estimated weekly sell‑through per store: [units]. Break‑even weeks: [x]. Uplift goal in promo: [x%].

Proof points & credentials

• Manufacturing: [BRC/IFS certified, plant location]
• Certifications: Vegan / Gluten‑free / Low sugar / Carbon label
• Case studies: [e.g., 12‑week pilot at 50 regional stores delivered +25% sell‑through vs. plan]

Contact

Sales rep: [Name], Email: [email], Tel: [mobile]
Logistics lead: [Name], Email: [email]

How to fill each field — practical guidance and examples

1) Pack sizes that win in convenience (2026 shopper habits)

Convenience shoppers in 2026 want immediate gratification and share options. Buyers prefer a mix of:

• Single‑serve cups (90–150ml) — impulse, meal‑occasions and on‑the‑go. High margin and fast turnover.
• Multipacks (2–6 x single serves) — value bundles for families or multi‑visit households.
• Compact share tubs (350–500ml) — limited freezer shelf space but appeal for size‑up occasions.

Example: For Asda Express sites with small freezers, prioritise single‑serve and 500ml tubs rather than 1L industrial tubs.

2) Margin math simplified

Buyers need to see quickly if an SKU will be profitable in their estate. Use this formula and present it on the one page:

Retailer margin (%) = (RRP – CTP) / RRP × 100

Example (fill into your pitch):

• RRP: £2.49
• Unit CTP: £1.70
• Margin: (2.49 − 1.70) / 2.49 = 31.7% gross margin

Tip: If your margin is too tight, consider a smaller pack or a promotional allowance to protect the retailer margin during launch.

3) Logistics & slot details buyers will quiz you on

Be explicit and conservative. Retailers will ask:

• Can you hit weekly DC delivery? — Confirm your carrier and lead time in working days.
• How many cases per pallet? — Provide exact dimensions to fit their warehouse cube.
• Do you support EDI and ASN? — If not, offer an EDI‑lite solution or partnership for 2026 pilot stores.
• Cold chain traceability — Provide SOPs for temp control and carrier SLA.

4) Slotting and listing strategy inspired by Asda Express expansion patterns

Asda Express and other convenience formats expand quickly but retain small freezers per site. Your pitch should propose a conservative early slot plan:

• Pilot (10–50 stores): 1 facing per SKU, heavy promotional support, weekly replenishment.
• Regional roll (50–150 stores): 2 facings per top two best sellers + one variant as NPD test.
• 500+ store roll: Standardised pack sizes (single serve and 500ml) to reduce complexity in DC picks.

Buyers for expanding chains expect a clear path from pilot to national listing — put milestones and reorder triggers on your one page.

5) Promotional mechanics that work in 2026

Retailers are moving from expensive slotting fees toward performance marketing: pay‑for‑performance allowances, short high‑impact promos, and geo‑targeted digital support. Offer a blended promotional package:

• Intro price or temporary markdown for the first 6 weeks
• Free POS and targeted geo‑ads for launch markets
• Sales rep in‑store sampling where allowed

Advanced 2026 strategies to include (show buyers you’re future‑ready)

1) Data & forecasting

Include a short line: we provide weekly sell‑through reporting and open‑book forecasting. Offer to integrate sales data via APIs or upload CSVs for pilot stores so the buyer can see transparent performance metrics.

2) Sustainability credentials

Shoppers and convenience chains now prioritise low‑waste packaging and carbon disclosure. Add brief claims with proofs, e.g., recycled tubs, lower freezer energy tech partnership, % recycled content.

3) Omnichannel & click‑and‑collect readiness

Many convenience chains now list impulse frozen SKUs online for click‑and‑collect or click‑&‑deliver. State your e‑commerce packing capability for frozen last‑mile or micro‑fulfilment centres.

Common mistakes — and how to avoid them

• Too much backstory: Buyers want commercial data up front. Keep the story to one line and move proof points to the bottom.
• Unrealistic lead times: Don’t promise DC delivery within 24 hours unless you can consistently deliver it.
• Ignoring pack size fit: Selling 1L tubs into convenience is a mismatch. Offer formats aligned with average freezer footprint.
• Skipping traceability: In 2026, buyers expect cold‑chain SOPs and ASN capabilities. Include them or explain your plan to add them quickly.

Sample filled one‑page (quick example for a single SKU)

[Header] Scoop & Go — Salted Caramel Cup 120ml | Premium impulse single‑serve
Ask: Pilot 50 Asda Express stores (Q2 2026). 1 facing per store. 6‑week promo.

• Pack size: 120ml single cup
• Case pack: 12 cups
• RRP: £2.29 | Unit CTP: £1.45 | Margin: 36.7%
• MOQ: 2 pallets (288 cases) | Cases per pallet: 48
• Lead time: 10 working days
• Distribution: Central DC with weekly ASN; DSD available in pilot counties
• Promotional: 20% off weeks 1–6 + shelf wobblers + geo ads
• Forecast: 6 units/week/store; pilot target sell‑through 90% in 6 weeks

Checklist before you send the one‑page

• Have accurate case and pallet dimensions and weights
• Confirm EDI/ASN compatibility or state alternative
• Include clear contact details for sales and logistics
• Attach a one‑page planogram image (optional PDF) for their freezer type
• Be ready to supply scan data or sell‑through within 7 days of pilot start

Final tips — pitching like a category partner

When you hand the one‑page to a buyer, present yourself as a partner, not just a vendor. Offer a clear pilot plan with measurable KPIs, demonstrate your logistics readiness, and show how your SKU fills an unmet need in the convenience assortment: premium impulse, low‑sugar options, or plant‑based single‑serve are all high‑interest areas in 2026.

Quick wins: Lead with pack sizes that fit small freezers, price for a 30–35% retailer margin, and offer measurable promotional support tied to performance.

Quote to include in your supporting materials

"Convenience shoppers increasingly expect premium, instant‑serve options — offer the right pack at the right price and the category will convert." — Category Director, frozen retail (2026)

Actionable takeaways

1. Create a one‑page sell‑in with a single line sell‑in, clear flyers for slots, concise commercial table (RRP, CTP, margin), logistics, and your ask.
2. Prioritise single‑serve and 500ml share tubs for convenience chains expanding in 2026 (like Asda Express).
3. Offer a conservative pilot with weekly reporting and a performance‑based promotional package.
4. Prove logistics readiness: pallet counts, lead times, EDI/ASN or alternative plan.
5. Include sustainability or dietary credentials if they reduce friction on listing decisions.

Call to action

Ready to convert a buyer meeting into a listing? Download and customise our free one‑page frozen pitch template (print‑ready) and use the sample numbers above to build your case for a pilot. Want feedback on your filled pitch? Send it to our ice‑cream retail team for a 24‑hour review and margin check — we’ll give practical edits based on real convenience chain expectations in 2026.

Related Reading

• Lobbying Map: Which Crypto Firms Are Backing — or Blocking — the Senate Bill
• How to Audit Your Tech Stack: Combine an SEO Audit with a Tool Usage Review
• Quiet and Respectful: The Best Small Speakers for Quran Recitation and Home Use
• Designing Inclusive Locker-Room Wellness Policies for Hospitals and Yoga Studios
• Short‑Form Weaving: Creating Vertical Video Tutorials that Teach and Sell