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What do retailers actually want from challenger brands — and what gets you ignored instantly?

In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh speaks with Chris Otto, who spent nearly 20 years at Co-op in buying roles and leading buying teams across frozen, impulse and grocery.

We get into:

• what “challenger” really means from a retailer perspective
• why challenger brands matter to retailers (innovation, energy, relevance, younger shoppers)
• what gets a buyer’s attention vs the red flags that get you filed away
• how busy buyers really are (new supplier volume + existing supplier workload)
• what successful challengers do operationally and commercially once listed
• how to think beyond the first 6–12 weeks and build incrementally over time

If you’re pitching retail — or trying to stay listed — this is essential listening.

Link:
www.makinmighty.com

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Thanks for listening. See you next time

makinmighty@gmail.com