Buyer Truth: What Retailers Want from Challenger Brands | Chris Otto (ex buyer)

Send us Fan MailWhat 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.comIf you found this useful, please share it with someone building a food or drink brand who’d get value from it.You can follow me on LinkedIn, TikTok or Instagram for clips and extra insights: just search for @MakinMightyAnd if you’ve got a question you’re wrestling with right now (brand, growth, retail, positioning) email it in. We’re collecting real questions from founders and we’ll use those to shape future episodes.Thanks for listening. See you next [email protected]