Case study · UK market entry
Bringing a US snack brand to UK grocery.
Client: US-founded better-for-you snack brand · $18M US revenue · name withheld
The challenge
The brand had strong US momentum and inbound UK consumer demand via Amazon — but no UK entity, no retail relationships and no understanding of how British grocery actually buys. Previous agency pitches focused on brand awareness. What they needed was a commercial operator who could navigate regulatory setup, adapt pack and price for UK shelves, and open doors with category buyers.
What we did
ADS Commercial Ventures led the UK go-to-market from first feasibility through to live ranging — embedded with the founder team throughout.
Category sizing, competitor mapping, price architecture and margin modelling for UK grocery vs. convenience.
UK labelling compliance, allergen reformulation guidance, importer-of-record setup and 3PL selection.
Buyer mapping, tailored business cases and ranging proposals for four target grocery and convenience chains.
EPOS listing, promotional calendar, in-store activation plan and 90-day velocity tracking against targets.
- Adapted US hero SKU for UK pack size, price point and shelf-ready packaging
- Negotiated introductory ranging with promotional support at two major multiples
- Built UK distributor relationship for convenience and wholesale channels
- Established weekly trading rhythm with retail partners through launch quarter
The results
Eleven months from first conversation to 1,240 stores. The brand now trades profitably in UK grocery with a pipeline of NPD adapted specifically for British shoppers.
- Listed in four retailers across grocery and convenience
- £2.1M net revenue in year one — ahead of business case
- Velocity 41% above category average in launch window
- Second SKU in development based on UK trading data
"Adam didn't just advise — he was in the room with buyers, on calls with our factory, and in the weeds on margin. We wouldn't be on UK shelves without him." — Founder & CEO, US Snack Brand