How to Sell Your Product to Sprouts
Step-by-step guide for CPG brands on how to sell your product to Sprouts and get on retail shelves the right way.
If you're a consumer packaged goods (CPG) brand building a wholesale business, getting into Sprouts can be a great start. It’s a national retailer with a loyal customer base that’s tuned into wellness, transparency and quality. Sprouts specializes in natural and organic products, which makes it a good fit for many emerging brands.
This guide breaks down how to sell your product to Sprouts. Whether you’re already been selling to local stores or have sold products primarily online, this article will help you understand the steps to take, what buyers are looking for and how to be well-prepared.
Get Your Operations in Order
Before you reach out to any retail stores, ask yourself: are we ready?
Sprouts expects you to be able to deliver on time, with consistent quality. That means:
You have the right resource or partners to handle high-volume orders without delays
Your packaging meets FDA and retailer requirements
You have systems to track inventory, invoices and shipments
You have enough capital to fund production runs with slow payback period
If you’ve only sold DTC so far, think carefully about how your operations will change. Retail orders are different from e-commerce. You’ll need to manage more stock, longer lead times and detailed compliance paperwork.
Understand the Paperwork
Sprouts, like most retailers, expects complete documentation. That includes:
Ingredient list and nutritional panel
Allergen information
Barcodes for each SKU
A case pack breakdown
Missing or incorrect documents can delay your launch or get you fined. If you’re not sure what’s required, ask for examples from other brands or a sales broker.
Prepare a Strong Sell Sheet
A sell sheet is your product’s resume. It should include everything a buyer needs to understand your brand quickly:
Product name and high-quality image
Category, size and MSRP
Case pack and minimum order quantity
Certifications (Organic, Non-GMO, etc.)
Contact information and ordering instructions
Keep it a 2-pager, clean and easy to skim. Buyers don’t have time to read long bios or brand stories. Focus on the facts that help them make a decision.
Example: One granola brand Buddy worked with used a bold headline (“Low Sugar, High Protein”), an eye-catching product photo and a clean one-pager that was professional and made ordering easy. Their product stood out and store owners reached out.
Submit to the right Department
Before you submit anything, check Sprouts' Category Review Calendar. Each category has its own review period. Buyers only consider new products during that window. If you send samples at the wrong time, your pitch might get ignored or delayed.
Not every product goes to the same buyer. For most grocery items, you’ll send samples and documents to the category team. For meat, seafood, deli or bakery, you’ll email product info to submissions@sprouts.com. Click here for more information.
This is where a lot of new brands slip up. Don’t send your beverage to the frozen team or your snack to a deli contact. If you’re not sure who to reach out to, try calling Sprouts' vendor relations team or asking peers who’ve sold into the same department.
Send the Right Samples
Sprouts wants to see what they’re buying. They require two retail-ready samples per item. That means your product should look exactly as it would on their shelves.
Label your shipment clearly. Use a subject line like: “New Items – Green Root Snacks – Savory Snacks Category”
Include your sell sheet, your contact info and any promotional plans you’re offering for launch. Make sure the packaging looks professional and can survive the shipping process.
You can read their sample requirements here.
Show Market Demand
Retail buyers want proof that your product will sell. That means more than just believing in your product. You need data and clear understanding of your target audience.
What is your space? Who are your competitors? Are you adding sales and bringing in new customers to their stores (complementary) or switch current customers in the set from one item to another (replacement)?
Examples of what helps:
Online sales volume and growth rate
Positive reviews on your website or Amazon
Velocity data from other stores
Customer feedback or testimonials
Even if you’ve only sold through local retailers or online marketplaces, bring that data. Sprouts needs to know their shelf space will be used well.
Make It Easy to Order
Sprouts doesn’t want to chase you down for details. If you don’t use a portal like EDI, email works fine. But be responsive. Outline your lead time, minimum order quantity and payment terms.
Use an invoice template that includes all key info. Automate what you can. This is where hands-off software tools can help you save time and reduce mistakes.
Follow Up Thoughtfully
Along with the application, you can reach out to the category buyer directly to introduce your brand and build the relationship. Keep your emails short, professional and clear. Attach your sell sheet and include recent wins, like a new retail account or strong sales data.
If you don’t hear back right away, follow up every 2–3 weeks. Don’t copy and paste the same email 10 times. If you can, mention something specific about their store, or think about your follow-up emails as an update with the growth of your brand.
If you get a “no,” ask for feedback. Sometimes the category is full. Sometimes the timing is off. Use the feedback to refine your approach and keep trying!
Start Local if You Can
"Own your backyard." Before you aim for large retailers, sell into local retailers. These are smaller stores where you can build relationships, do in-person visits, host product demonstrations, test pricing and create a compelling pitch.
Examples:
A protein bar brand started with 20 gyms and local cafes before pitching Sprouts
A kombucha company sold directly to 50 smaller retailers, then used that traction to win over regional buyers
Local businesses can give you quick feedback and help you understand customer behavior. Plus, retail buyers love seeing that a brand has built demand and awareness.
Attend Trade Shows
Trade shows are a powerful way to meet buyers in-person. Sprouts sends buyers to events like Expo West, KeHE shows and local natural food expos.
If you can’t afford a booth, attend as a guest and network. Become a "backpack brand" by carrying samples and printed sell sheets. Join buyer sessions. Ask thoughtful questions. Don’t try to sell on the spot if you spot a potential buyer on the trade floor. Instead, focus on building a connection.
Example: A snack brand met a Sprouts buyer at a regional show and followed up with a personal email three days later. That led to a Zoom meeting and a small regional test.
Consider Non-Retail Wholesale Customers
Retail isn’t your only path to growth. Many CPG brands grow through non-retail channels first, such as:
Coffee shops and juice bars
Hotels and co-working spaces
Subscription boxes or gift shops
These accounts are easier to reach and often place regular repeat orders. They’re also great for brand awareness and will help you build your case when pitching larger retail chains.
Selling directly to these customers helps build steady revenue and prepares you to scale your operations.
Plan for the Long Game
Getting into Sprouts or onto any retail shelf is just the start of your journey. You’ll need to:
Support your launch with promotions and demos
Keep sales staff excited and stocked with training materials
Monitor sell-through and make sure your products get off the shelf
Expect ongoing communication and retail support. You’re not just selling a product. You’re becoming a reliable partner.
Final Thoughts
If you want to sell your product to Sprouts, start by getting your foundation right. Be clear on your value, make your offer easy to evaluate and treat the buyer like a partner. Use real data, not hype. Focus on steady growth, not quick wins.
Many brands rush the process. They pitch before they’re ready, skip steps or ignore feedback. But when you take the time to get it right, you’ll stand out.
Start small. Focus on what you can control. Build trust. Then scale.
FAQ
How do I get my product into Sprouts stores?
To get into Sprouts, submit samples, a sell sheet and documentation during the correct review window for your category. Make sure your product aligns with their standards for clean ingredients, sustainability and retail readiness.
What is Sprouts’ Category Review Calendar?
Sprouts reviews new products based on a Category Review Calendar. Each department has specific windows when they accept new submissions. Submitting at the right time increases your chances of being considered.
What documents do I need to sell to Sprouts?
You’ll need an ingredient list, nutrition panel, allergen info, barcodes and a case pack breakdown. Missing or incorrect paperwork can lead to delays or fines.
How can I prove market demand to Sprouts buyers?
Use current sales data, online reviews, velocity in local stores and customer testimonials. Buyers want to know their shelf space will move product.
Do I need to be in other retail stores before pitching Sprouts?
No but it definitely helps if you don't have a track record or prior relationships with Sprouts. Many successful brands start with local retailers, small businesses or non-retail wholesale accounts like food service and hospitality. This builds credibility and traction before pitching larger chains.
