Best CPG Brokerages for Health, Wellness, and Functional Beverage Brands Looking to Get Into Grocery Stores

By George Goodwin

Launching a great product is only the first step. The real challenge for many health, wellness, and functional beverage brands is getting their products onto grocery store shelves—and keeping them there. Whether you're selling kombucha powder, healthy snacks, plant-based foods, supplements, or other consumer packaged goods (CPG), breaking into retail takes more than a great idea. It requires strong relationships, retail expertise, and a solid go-to-market strategy.

That's where CPG brokerages come in. In this guide, we'll explain what CPG brokers do, why they matter, and highlight some of the best CPG brokerages for startup brands looking to grow in grocery retail.

What Is a CPG Brokerage?

A CPG brokerage is a company that helps consumer packaged goods brands sell their products into retail stores. Instead of trying to pitch every grocery buyer yourself, a broker uses existing retail relationships to help place your products in stores.

What CPG Brokers Do

A CPG brokerage can help with:

• Retail buyer introductions

• Sales presentations

• Product placement

• Category management

• Promotional planning

• Retail expansion

• Distribution strategy

For startups, this expertise can dramatically shorten the path to getting on store shelves.

Why Health and Wellness Brands Need a Grocery Broker

The health and wellness category is growing rapidly—but it's also becoming more competitive. Consumers are looking for:

• Functional beverages

• Kombucha and kombucha powder

• Better-for-you snacks

• Plant-based foods

• Clean-label products

• Natural wellness products

"Health-conscious consumers continue to drive demand for functional foods and beverages, making wellness one of the fastest-growing categories in grocery retail."

Retail buyers receive hundreds of product pitches every year. A broker can help your brand stand out.

What to Look for in a CPG Brokerage

Not all brokerages are the same. Before choosing a partner, consider these key factors.

Grocery Retail Experience

Look for brokerages with strong relationships in:

• Supermarkets

• Regional grocery chains

• Natural food retailers

• Independent grocery stores

• Specialty retailers

Experience in Health and Wellness

A broker that understands functional beverages, supplements, and wellness products will better position your brand.

Geographic Coverage

Some brokers specialize in:

• Southern California

• West Coast retailers

• National grocery chains

Choose one that aligns with your expansion goals.

Startup-Friendly Services

Many enterprise brokerages focus on large brands. Startups should look for partners that offer:

• Brand development

• Retail strategy

• Sales support

• Marketing collaboration

Best CPG Brokerages for Grocery and Wellness Brands

1. Presence Marketing

Presence Marketing is one of the most recognized brokerages specializing in natural, organic, and specialty food products.

Best For

• Organic food brands

• Functional beverages

• Wellness products

Strengths

• Strong retailer relationships

• Natural products expertise

• National reach

2. Impact Group

Impact Group works with many emerging and established CPG brands across grocery and mass retail.

Best For

• Grocery brands

• Beverage companies

• Consumer packaged goods

Strengths

• Retail strategy

• Category management

• Data-driven sales

3. Acosta Group

Acosta is one of North America's largest sales and marketing agencies serving grocery retailers and CPG manufacturers.

Best For

• National expansion

• Large grocery chains

• Consumer goods

Strengths

• Extensive retailer relationships

• Retail merchandising

• Shopper marketing

4. Advantage Solutions

Advantage Solutions offers brokerage, merchandising, sampling, and retail marketing services.

Best For

• Food and beverage brands

• Retail launches

• Multi-channel growth

Strengths

• National retail network

• Retail execution

• Consumer engagement

5. Crossmark

Crossmark helps brands improve retail execution and sales performance across major grocery chains.

Best For

• Grocery expansion

• In-store merchandising

• Retail analytics

Strengths

• Category expertise

• Sales support

• Retail execution

Should Startup Brands Hire a Brokerage Right Away?

Not always. Many startups first need:

• Brand positioning

• Packaging optimization

• Marketing strategy

• Consumer demand

Without demand, even the best broker will struggle to get retailers excited.

Build Consumer Demand Before Retail Expansion

Retail buyers don't just want great products. They want products consumers are already asking for. That's why successful CPG brands invest in marketing before approaching retailers.

Focus Areas

• SEO

• Social media

• TikTok marketing

• Influencer partnerships

• Email marketing

• Public relations

Consumers should recognize your brand before buyers do.

Functional Beverage Brands Have a Huge Opportunity

Functional beverages remain one of the fastest-growing grocery categories. Products like:

• Kombucha

• Kombucha powder

• Wellness beverages

• Hydration products

• Functional drinks

continue gaining shelf space across grocery retailers. Brands like Kobu Kombucha Powder are benefiting from consumer demand for convenient, wellness-focused beverages that fit today's healthy lifestyles.

How Marketing Helps CPG Brokerages Sell Your Brand

Even the best brokerage performs better when a brand already has momentum. Marketing creates:

Brand Awareness

Retail buyers notice brands that consumers already recognize.

Consumer Demand

Products with strong online engagement often receive more retailer interest.

Social Proof

Reviews, influencer content, and community engagement increase buyer confidence.

Retail Readiness

Professional branding and marketing materials help brokers tell a stronger story.

Common Mistakes Startup CPG Brands Make

Avoid these common mistakes:

• Waiting too long to build brand awareness

• Focusing only on retail instead of consumer demand

• Choosing the wrong brokerage partner

• Ignoring digital marketing

• Weak packaging and product messaging

A successful grocery launch combines product quality, marketing, and retail strategy.

Key Takeaways

• CPG brokerages help brands get products into grocery stores.

• Health and wellness products remain one of the fastest-growing grocery categories.

• Functional beverages continue to gain shelf space across retail channels.

• Startup brands should build consumer demand before approaching retailers.

• Marketing and brokerage services work best together.

• The right brokerage depends on your product category, geography, and growth goals.

• Retail success requires more than distribution—it requires strong branding and marketing.

The Best Retail Strategy Combines Brokerage and Marketing

Getting onto grocery shelves is an important milestone—but staying there requires consistent demand. The most successful CPG brands invest in:

• Great products

• Smart marketing

• Retail partnerships

• Consumer engagement

• Strong brokerage relationships

Together, these elements create sustainable retail growth.

Ready to Grow Your Grocery or CPG Brand?

At Innovar Marketing Agency, we help grocery stores, CPG brands, and emerging wellness companies build the visibility and demand needed to succeed in retail. From SEO and content marketing to social media, retail growth strategies, and brand positioning, we help businesses prepare for long-term success.

Visit www.innovaragency.com to learn how we can help your brand grow.

Looking for an innovative functional beverage that aligns with today's wellness trends?

Visit www.enjoykobu.com to discover why Kobu Kombucha Powder is becoming a favorite among health-conscious consumers and forward-thinking grocery retailers.