Launching an FMCG product in Australia isn’t for the faint-hearted. It’s not just about having a good idea, great branding, or even the best-tasting product on the shelf. It’s about timing, preparation, and knowing how the system works before you take your first step.
At Consult Group, we’ve seen too many brands get tripped up by the same mistakes—avoidable ones. So before you jump in, here’s what you need to know to stay clear of the most common (and most expensive) missteps.
Don’t Pitch Too Soon. Really.
If we had a dollar for every time a brand said, “We’re just waiting on packaging but we’re ready to pitch”- we’d have a second office.
Pitching before you’re fully ready is a fast track to frustration. Retailers don’t want promises. They want a retail-ready product with compliant packaging, confirmed production capacity, a scalable supply chain, and commercial pricing that works within their margin structures.
The danger in going too early? You burn the opportunity. Major retailers don’t give second chances easily, and missing your shot at a category review can delay your launch by 6–12 months. Timing, as always, is everything.
The Retail Calendar Doesn’t Care About Yours
Major retailers like Coles and Woolworths don’t wait for anyone. Every product category has a set range review window – usually once or twice a year. If you miss that, you’re out until the next cycle. We’ve shared more about how to get into Coles & Woolworths here.
We’ve seen brands spend months preparing for launch, only to discover they missed their category’s window by two weeks. This is a painful lesson, and one that is minimised when we work with our partners, taking out the uncertainty.
Good planning accounts for these windows. Easter resets are decided in October. Christmas is locked in by May. Work backward from where you want to be, and make sure you’re ready well in advance.
A Great Product Still Needs a Bulletproof Back-End
You’ve nailed the flavour, the formula, the branding. But can you barcode it? Can you ship it shelf-ready? Can your manufacturer handle scale? What happens if demand triples?
Retailers expect operational discipline. You’ll need to integrate into their systems, align to their planograms, and deliver stock—on time, in spec, every time. This is where backend cracks become front-page issues.
A strong product without operational readiness is like a race car without wheels. It might look good, but it’s not going anywhere.
No Data = No Deal
Retailers don’t range products based on gut feel. They want to see demand, and not just from your friends and family.
Show them something real. Early sales from independents. Social proof. Export traction. Surveys. Market research. Whatever you have, bring it.
And remember: they’re not looking for you to cannibalise existing sales. They want to grow the category, bringing in new consumers and increasing their basket size. Your pitch needs to show how your product does exactly that.
Getting on Shelf Is Only Half the Job
Celebrate the win – but don’t get comfortable. Getting range is miracle one, staying there is miracle number two. The clock starts ticking the day your product lands in stores.
Retailers will monitor early sales closely, often over a 3–6 month period. If your units per store per week (UPSPW) don’t meet expectations, you’re at risk of being delisted before you’ve even built traction. Learn more about common FMCG acronyms here.
That means staying engaged. Watching the data. Fixing supply gaps. Running smart promotions. Supporting the product like it’s your opening night, because it is.
Success Follows Those Who Prepare
The brands that win in FMCG aren’t always the loudest or flashiest. They’re the ones who come prepared. They know their numbers. They respect the retail process. And they plan ahead- often with a good consultant in their corner.
That’s where we come in. At Consult Group, we’ve helped launch some of the most successful challenger brands in the country. We have a mantra “’we’re here to prepare you with the right tools to have the right conversations”. We’ll help you avoid the traps, time your run, and make sure your product lands with maximum impact.
If you’re planning to present your brand and product to a retailer, or wondering if you’re ready, get in touch. A short conversation now could save you months of lost time (and thousands of dollars) later.
