Speciality food brands can grow faster by starting with independent retailers.

As consumer behaviours evolve and retail channels shift, small and independent food and drink brands in the UK face a unique opportunity — one that favours agility, authenticity, and focused strategy over big-budget mass marketing.

At Gourmet Partners, we specialise in helping speciality food brands navigate this dynamic space. Drawing from the latest market insights and our experience across the UK retail landscape, here’s a practical growth plan for brands looking to scale sustainably and strategically.

1. Independent retailers are more influential than ever

Forget chasing supermarket listings out of the gate. For early-stage brands, credibility and momentum are best built through partnerships with independent retailers.

46% of UK consumers shop at independent food retailers at least once a month, driven by values such as quality, provenance and sustainability. — IGD ShopperVista, 2023

Independents offer a fast-feedback loop — a chance to test pricing, gather testimonials, and refine your positioning. Retailers like The Fine Cheese Co., Whole Foods Kensington, and Planet Organic are ideal proving grounds for premium, mission-led products.

2. Use wholesalers to reach niche audiences at scale

Wholesalers can unlock serious distribution if you pitch smart. Distributors such as Cotswold Fayre, Diverse Fine Food, and CLF give access to thousands of like-minded independents, farm shops, cafés and food halls.

Tailor your pitch to wholesalers, showing you understand their audience and that you’re a brand that drives repeat sales, not just shelf-fill.

3. Build a data-driven picture of your ideal customer

Your website, social media and e-commerce platforms hold valuable insights. Leverage them to make smarter decisions.

80% of UK consumers are more likely to buy from brands that personalise communications and offers. — Deloitte UK Consumer Review, 2023

Use tools like Shopify analytics, Instagram insights or postcode data from direct-to-consumer (DTC) orders to answer key questions:

• Where are our best customers based?

• What content do they engage with?

• Which SKUs have the highest retention?

These insights can help refine your marketing, product mix, and next stockist pitch.

4. Go slow and steady before you go big

Yes, supermarkets offer visibility, but they also come with serious risks.

The cost of entering a major retailer in the UK can exceed £100,000 annually when factoring in fees, margin demands, and promotional costs. — The Grocer, 2023

We advise clients to test everything first: flavours, pack formats, and POS messaging. Use loyal independents and your own DTC store to refine your offer. Then scale up, targeting mid-tier grocers like Ocado, Revital, or Booths when the time (and data) is right.

5. Let your values lead the conversation

Today’s consumers are voting with their values — and they expect brands to take a stand.

57% of UK shoppers say sustainability has become more important in their food and drink buying decisions over the past year. — Waitrose Food & Drink Report, 2023/24

Your sourcing story, packaging choices, and social impact should be front and centre. Third-party certifications like B Corp, Organic, or Plastic-Free are a shortcut to trust, especially for conscious shoppers and buyers.

Start small, think smart

The path to sustainable growth isn’t about rushing into every opportunity — it’s about choosing the right ones.

At Gourmet Partners, we help brands focus on strategic growth — building proof, reputation and presence where it matters. From commercial strategy to distribution and retail introductions, our team brings the right support at the right time in your journey.

• Strategic commercial planning

• Route-to-market and pricing reviews

• Wholesale and retail introductions

• Brand builders' sales team on the road

• Sales reporting and insight

• Long-term brand building and sustainable sales

Daniel Tamburrini, Olina’s Bakehouse “Fine Food Holdings has been working with Gourmet Partners since 2020. They have built sales in the UK from zero to in excess of AU$1 Million. Having won listings with key UK distributors, we are now in the position where the Gourmet Partners - Brand Builders solution will help us build brand awareness at the retailer level, supporting our wholesale partners to win new customers. It’s the perfect solution for driving sales from the warehouse to the shop shelves and, ultimately, to consumers.”

Stelios Stylianou, Mellona Honey “As a European brand, partnering with Gourmet Partners – Brand Builders has been instrumental to Mellona’s success in the UK. Their expertise, strategic support, and proactive approach have secured a key distributor listing and expanded our retail presence, helping us build strong relationships and drive both brand awareness and sales growth. Their Brand Development and Sales Managers sustain retail momentum, winning new customers, and provide detailed monthly reports that continually refine our strategy. The team’s transparent, hands-on approach delivers valuable insights, impactful marketing, and honest guidance—driving sales and generating meaningful customer feedback.”