How to Get Your Product Into Kroger: Complete Supplier Guide

• June 24, 2025 • 16 min read

How to get your product into Kroger Stores - CrossBridge

You’ve got a product you believe in. It’s moving locally, the feedback is strong, and you’re starting to ask the bigger question: “What would it take to get into Kroger?”

The good news: landing on Kroger’s shelves means access to nearly 2,800 stores and tens of millions of shoppers across the U.S.

The bad news: most brands don’t make it. Not because their products aren’t good, but because they misjudge the process, underestimate the preparation, or run into hidden operational walls they weren’t ready for.

This guide is here to change that.

Whether you’re a startup with a strong DTC presence or a seasoned CPG brand looking to scale into grocery, this guide gives you a clean roadmap, with no fluff and no guessing.

P.S. If you want to get into Kroger without building the backend from scratch, schedule a free strategy call. We handle everything from retail setup to logistics, so you don’t have to.

1. Getting Into Kroger: What’s at Stake

The Opportunity: Size, buyer power, and reach

Kroger isn’t just a grocery chain—it’s a retail giant. With nearly 2,800 stores across 35 states, Kroger serves over 11 million customers daily. Its family of banners includes names like Ralphs, King Soopers, Fred Meyer, and Harris Teeter—each with its own local pull, all feeding into a national distribution system.

What does that mean for your product?

Massive distribution: Get into Kroger, and you’re suddenly on shelves coast-to-coast.
Brand legitimacy: Placement at Kroger signals to investors and future retailers that you’ve passed one of the hardest tests in U.S. grocery.
Sales velocity potential: A top-performing SKU can go from local to multi-million dollar volume—fast.
Retail learning curve: Getting into Kroger forces you to build real operational infrastructure—EDI, compliance, fulfillment—setting you up for future retail success.

Why Brands Try and Fail

Despite all this upside, most brands don’t get through. Here’s why:

Gatekeeping: Category buyers control the shelves. If your product doesn’t clearly outperform or fill a gap, you won’t get a shot—especially if the line review just passed.
Wrong timing: Kroger only reviews new products during scheduled category windows. Pitch outside of that, and you’re likely to hear silence—even if the product is great.
Lack of compliance readiness: This is a big one. If you can’t implement Kroger’s systems—EDI, correct labeling, insurance coverage—you’ll hit a wall during onboarding.
Overestimated logistics: Supplying a chain this size means shipping to multiple distribution centers, managing inventory accurately, and keeping shelves stocked. Many small brands simply can’t fulfill what they promise.
Poor retail math: Even strong products get rejected if the pricing doesn’t work. If you can’t hit Kroger’s margin targets while still making a profit, it’s over before it starts.

2. How Kroger Works (So You Don’t Waste Time)

Before you start filling out forms or crafting a pitch, you need to understand how Kroger actually buys products.

Sales Channels Breakdown: In-store vs. Online, 1P vs. 3P

Kroger primarily operates on a first-party (1P) vendor model. That means they buy your product at wholesale prices and sell it through their own stores and e-commerce platforms. You’re not listing your product as a marketplace seller—you’re supplying Kroger directly.

There used to be a third-party (3P) online marketplace called Kroger Ship, but that program was shut down by early 2025. If you’re hoping to self-list online without going through Kroger’s buyers, that door is closed.

Today, your two real paths are:

In-store retail via Kroger’s physical supermarket network
Online sales through Kroger Delivery, Pickup, and Ship-to-Home, which often mirror the in-store assortment

Some new suppliers start with e-commerce distribution to prove performance before aiming for shelf space, but either way, you must go through Kroger’s internal vendor approval process.

Buying Process: Category Managers, Portals, and Line Reviews

Kroger’s buying decisions are driven by category managers, each responsible for a specific product group (like snacks, dairy, or household cleaners). These managers evaluate new items during line reviews—scheduled review windows when they reassess their assortment.

If your product isn’t part of that cycle, you may not get looked at, even if it’s strong.

There are two primary application channels:

Kroger Supplier Hub – Kroger’s official portal where you register as a “Prospect Vendor”
RangeMe – A third-party platform Kroger uses for product discovery, especially during sourcing events and supplier diversity programs

Registering doesn’t guarantee anything. You’re entering a database, not a queue. Getting noticed often requires aligning your submission with the right category review timing—or standing out enough that a buyer flags your product for early review.

If you’re invited to proceed, expect to submit more detailed documents and possibly participate in a buyer meeting or virtual pitch.

Platforms & Tools You Can Use

Once approved, you’ll use several systems to maintain your vendor relationship:

Supplier Hub – For company details, legal docs, certifications
Vendor Item Portal (VIP) – For setting up SKUs, images, pricing, and barcodes (powered by 1WorldSync)
EDI System – For sending and receiving orders, ASNs, and invoices electronically
Lavante – For deduction management and resolving payment issues

3. Are You Retail-Ready? (Cut the Guesswork)

Ask yourself honestly:

Would a Kroger shopper pick this up off the shelf—and buy it again?

Kroger’s customer base is broad, price-conscious, and values-driven. Your product doesn’t need to appeal to everyone, but it needs a clear reason to exist in the category. If it’s a niche flavor, a better value, a functional benefit, or meets a rising trend (plant-based, allergen-free, high-protein), that’s your angle.

Bonus if you’ve got proof, such as strong DTC sales, regional retail traction, or velocity data from other stores.

Margins & Pricing

Can your product survive retail math?

Kroger expects margin. You need to offer a wholesale price that allows Kroger to hit its markup targets and still remain competitive on shelf. Most suppliers underestimate how much margin erosion happens from:

Freight and logistics costs
Promotional allowances
Slotting fees
Chargebacks and deductions
Distributor cuts (if applicable)

If your unit economics only work in DTC, it won’t translate to retail. You need enough margin after retailer cuts and allowances to still make money.

Here’s where partnering with CrossBridge can help. If you need someone to optimize your processes and get you ready for Kroger & other retailers, book a free strategy call with us.

Operational Readiness

Can you deliver on Kroger-scale demand without breaking?

That means:

Producing at volume
Shipping to multiple Kroger distribution centers
Implementing EDI and order systems
Managing replenishment
Complying with Kroger’s product, packaging, and labeling requirements

One late delivery or label misprint can trigger penalties or get you flagged as high-risk. You need real operational infrastructure in place - whether that’s internal or via partners.

Retail Readiness Checklist

Use this as a quick filter:

✅ Product fills a real gap or adds value in its category
✅ Pricing model works for wholesale and Kroger markup
✅ FDA-compliant labeling and proper barcodes (GS1-issued UPCs)
✅ Ability to fulfill wholesale orders at scale
✅ EDI-capable or prepared to use Kroger’s web tools
✅ Product liability insurance secured (more on this later)
✅ Ready with a sell sheet, samples, and promotional plan

If you’re not checking most of these boxes, pause a bit before applying.

4. Lock Down the Foundations (Before You Apply)

Legal Setup: U.S. Entity, EIN, and DUNS

You need a legitimate business that is registered and verifiable. That includes:

EIN (Employer Identification Number): Required for tax reporting.
DUNS number: Issued by Dun & Bradstreet, this unique ID links your company to business credit and is mandatory for Kroger’s Supplier Hub.

If you’re not a U.S. company, you’ll need to use a W-8 form instead of a W-9 and may need to partner with a U.S.-based importer or distributor to handle the domestic side.

Either way, your entity should be clean, operational, and fully documented. Kroger pulls your info from public databases like D&B—if you’re not there or your data is incomplete, onboarding stalls before it starts.

Barcodes & Product IDs: GS1 and GTINs

Every SKU you sell must have a GS1-issued UPC barcode. These aren’t just for checkout—they’re how Kroger tracks, orders, and manages inventory across its network.

Get your barcodes from GS1, not a third-party reseller.
Ensure barcodes are correctly printed and placed on your packaging.
Prepare case barcodes (GS1-128 or ITF-14) if you’re shipping by case or pallet.

Kroger also uses 1WorldSync and the GDSN (Global Data Synchronization Network) to manage product data. If your barcodes don’t sync properly, your items won’t be set up correctly, and Kroger will reject or delay onboarding.

Retail-Ready Packaging

Your packaging must be shelf-ready and compliant. That means:

Nutrition labels, allergens, and ingredient panels (for food)
Scannable, properly sized UPCs (not smudged or misaligned)
Outer case labeling with readable barcodes
Durability for shipping and stocking (no dented cans, flimsy boxes, etc.)

Poor packaging is one of the easiest ways to lose a buyer’s confidence. It’s also one of the fastest ways to get chargebacks if the product arrives damaged or unscannable.

Product Liability Insurance & Key Documents

You’ll need to carry commercial general liability insurance that includes product liability coverage, often in the range of $2M–$5M, depending on category risk.

Kroger will ask for:

Certificate of Insurance (COI) naming Kroger as certificate holder
W-9 or W-8 form
Signed Standard Vendor Agreement (SVA)
Any addendums (e.g., Ship-to-Home, PACA, etc.)
Facility documentation, if requested

Even small brands must meet these standards. If your COI isn’t current or your entity doesn’t match your DUNS profile, expect delays or outright rejection.

5. Build a Pitch That Gets Read (Not Ignored)

At this point, if your foundations are set and your product is ready, you’re probably eager to pitch.

But remember: Kroger’s category managers see hundreds—sometimes thousands—of pitches a year. Most of them are ignored. Not because the product was bad, but because the pitch lacked clarity, focus, or credibility.

Here’s how to make yours stand out.

Sell Sheet Essentials

This is your one-page calling card. It should include:

High-res product image
What the product is and why it matters (1–2 sentences)
Bullet-pointed highlights (e.g. “Zero added sugar,” “Top 10 on Amazon”)
Wholesale price and suggested retail price
Case pack and unit count
Key certifications (non-GMO, vegan, etc.)
Contact information

Keep it visual and skimmable. Buyers don’t have time to read paragraphs. They want to know:

“Does this product look compelling, does it fill a gap, and do the numbers work?”

Retail Deck or Catalog

If you get a meeting, come prepared with a longer pitch deck. This can be 5–10 slides and should cover:

Brand story and credibility
Market data or proof of demand
Product line overview
Sales strategy and promotional support
Supply chain and fulfillment capability
Pricing and margin structure
Why now, and why Kroger?

Use clean visuals. Avoid jargon. And always link your pitch back to what the buyer cares about: driving sales and category performance.

Samples & Proof of Demand

If your product is edible, tactile, or visual, it needs to be sampled. Kroger will request this during a line review or after showing interest. Always have production-grade samples ready to ship.

Also helpful:

DTC sales stats (Shopify, Amazon, etc.)
Customer reviews or testimonials
Sell-through data from other retailers
Any awards or press

You’re trying to answer: “Can this product move units in our stores?”

Lastly, you need a launch support plan. Buyers want to know how you’ll help the product succeed after it hits shelves.

Include:

Planned promotional discounts or funding
Social media or influencer campaigns
In-store demo capabilities (if applicable)
Willingness to participate in Kroger ads or coupon programs

You don’t need a massive budget, but you do need a plan. A buyer wants to see that you’re not just handing them a product—you’re bringing them a partner who cares about results.

6. Submit Your Application (and Actually Get Noticed)

Once your foundations and pitch materials are ready, it’s time to formally introduce your brand to Kroger. But this is not just a “fill out the form and wait” scenario. It’s where most brands either vanish into a black hole or get flagged for review. The difference is in how you approach the process.

Kroger gives you two entry points: their internal Supplier Hub and the third-party platform RangeMe. Both are valid, but they serve different purposes.

Supplier Hub is Kroger’s official vendor management system. It’s where you register your company, submit compliance documents, and eventually complete onboarding if you’re accepted.

RangeMe, on the other hand, functions more like a discovery tool—category managers browse it to find promising new products, especially during sourcing events and accelerator programs.

Think of RangeMe as your digital storefront. It needs to be polished. Product images should be sharp. Descriptions should be tight. Pricing, certifications, and case counts must be accurate. If a buyer lands on your listing and sees missing info, inconsistent pricing, or a half-finished profile, they’ll move on. First impressions matter here just as much as in a live pitch.

After submission, don’t expect a quick response. It could take up to 60 days—or longer—before a buyer reaches out. In many cases, you won’t hear anything at all unless a specific category manager flags your product for further review. That’s not a failure; it’s just how the system works. Your listing remains in Kroger’s database and may be reviewed again during a future line review or planogram reset.

If you do get contacted, expect the next steps to include a formal invitation into Supplier Hub (if you weren’t already in), a request for more documents, and a potential meeting or sample request. That’s when things start to move.

But remember, nothing happens until a category manager actively says, “We’re interested.” Until then, your job is to stay visible, stay updated, and be ready when the timing aligns.

7. Reach the Buyer (Even If the Portal Doesn’t Work)

Official portals are one way in. But sometimes, the real opportunity comes from going outside the lines—strategically and respectfully.

Kroger doesn’t publish a buyer directory. That’s by design.

Their category managers are constantly bombarded with pitches and don’t want cold emails clogging their inbox. That said, it’s not impossible to find the right person.

LinkedIn is your starting point.

Search for titles like “Category Manager – Grocery” or “Senior Buyer – Natural Foods” with Kroger as the employer.

You’d be surprised how many show up. From there, it’s a matter of crafting a short, non-pushy message. Mention that you’ve submitted via Supplier Hub or RangeMe, and include a simple sentence about what makes your product worth a look. Don’t attach a full deck. Don’t oversell. Just start a conversation.

Another proven route is through brokers.

These are sales professionals, consultants or agencies who already have relationships inside Kroger. They know the categories, the line review calendars, and—most importantly—the right people to call.

Many emerging brands that land in Kroger don’t get there through the front door. They get there through a broker who makes one well-placed call. Of course, brokers charge a fee or commission, but the time and energy saved can be well worth it if you’re not familiar with retail systems.

Trade shows and pitch events are another way to meet Kroger’s buyers face to face. Events like Expo West, the Fancy Food Show, or ECRM category reviews are often attended by Kroger representatives. These moments don’t guarantee a deal—but they do offer a rare chance to get your product physically in front of someone who can say yes. Even a brief introduction and follow-up email can lead to a sample request or a future meeting.

And finally, don’t overlook Kroger’s regional divisions.

Local merchandising teams sometimes have more flexibility, especially when a product is made in-state or tells a regional story. If you’re based in Colorado, for example, it may be worth reaching out to a King Soopers store team directly. They might route you back through corporate, but it’s not unheard of for regional interest to spark a broader conversation.

In all cases, the golden rule is simple: be professional, be prepared, and don’t push. You’re not just selling a product—you’re trying to open a door that stays open for years. The more thoughtful your approach, the better your odds of getting that door to move.

8. Timeline & Costs: No Surprises

Getting into Kroger isn’t quick—and it’s definitely not free. Expect the full process, from first submission to store shelf, to take anywhere from 6 to 12 months. Even if you get approved early, you may still wait months for a line review or shelf reset window. Timing depends on category schedules, buyer bandwidth, and shelf space availability.

Once accepted, onboarding takes time. Setting up items, testing EDI, finalizing logistics—these steps don’t happen overnight. Be prepared for slow stretches followed by sudden deadlines.

Costs also pile up. The most common include:

Slotting fees: One-time payments for shelf placement, often per SKU per region.
New store/DC allowances: Kroger may expect free product or discounts when adding your item to new locations.
EDI setup: Whether through a provider or using Kroger’s portal, getting compliant takes time and money.
Chargebacks: Late shipments, missing ASNs, or packaging issues can all trigger fines.

And don’t forget payment terms—typically Net 30, but delays are common during setup. If your cash flow can’t handle a 90+ day gap between production and payment, you’ll feel it. Plan accordingly.

9. You’re In: Now What?

Approval isn’t the finish line - it’s the starting gate.

Once you’re in, Kroger will activate your Supplier Hub profile and expect you to complete every detail: facility info, insurance updates, and contact roles. You’ll also begin item setup using the Vendor Item Portal or GDSN to upload product specs, images, and barcodes.

Then comes EDI.

You’ll need to send and receive purchase orders, invoices, and advance ship notices through Kroger’s system or an approved provider. Small suppliers can start with Kroger’s free portal, but as volumes grow, full EDI integration becomes essential.

Logistics are tightly controlled. Kroger will tell you which distribution centers to ship to and provide routing guides. Late or incomplete deliveries trigger scorecard hits and penalties. Their compliance program monitors fill rate, on-time percentage, and labeling accuracy.

You’ll also need to participate in promotional activities. That could mean a price drop during launch, inclusion in a digital ad, or supporting coupon campaigns. Buyers expect you to help drive sell-through, not just show up and hope for the best.

Finally, compliance doesn’t end after onboarding. Kroger will expect regular data updates, inventory consistency, and quick resolution of any deductions or disputes. If you slack on maintenance, you risk delisting—even if your product is strong.

10. Got Rejected? Here’s What to Do

A “no” from Kroger isn’t the end—it’s often just a “not now.”

Rejections happen for a few common reasons:

your pricing didn’t make sense,
the category was already full, or
you missed the line review window.

Sometimes there’s no feedback at all—just silence.

If you can, ask why. Even a small clue helps. Maybe the buyer liked the product but needed a better margin. Maybe they’re open to a future pitch with sales data or improved packaging. Either way, use the feedback to refine and reapproach.

What works:

Lowering your wholesale price or adjusting the pack size
Building traction in regional retailers or online and bringing that proof back
Improving packaging, labeling, or compliance gaps flagged in the first round

You can also try different angles.

Kroger’s supplier diversity program supports woman-, minority-, and veteran-owned businesses—and sometimes offers smaller pilot opportunities. Local divisions may be more flexible too. A product that wasn’t accepted nationally might get a shot in 20 stores if it’s regionally relevant.

Reapplying is possible. Just don’t reapply with the exact same offer. Show what’s changed—and why this time is different.

11. FAQ: Common Retailer Questions Answered

Can I apply without a U.S. company?

Yes, but it’s harder. You’ll need a U.S.-based importer, partner, or distributor. You’ll also need to file a W-8 and still provide a DUNS number and liability insurance.

What if I manufacture overseas?

That’s fine—if you can hit Kroger’s delivery timelines and compliance standards. You’ll need to manage imports, warehousing, and shelf-life guarantees on your end.

How do I get UPCs?

You need to license them directly from GS1. Avoid cheap resellers—Kroger systems verify GTINs, and fake or reused UPCs will create issues during onboarding.

What if I can’t fulfill a big order yet?

Be honest. Kroger often starts new suppliers in a limited number of stores or regions. Just be ready with a scale-up plan.

Can I apply again if rejected once?

Yes. Many brands hear “no” before they hear “yes.” Reapply when you’ve fixed the gaps, ideally with better pricing, updated branding, or proof of sales traction.

12. What Top Sellers Do Differently

Most brands think getting into Kroger is the hard part. But staying in—and growing—is where the real work begins.

The top-performing suppliers all share a few key traits:

They think like the buyer. That means understanding Kroger’s metrics: sell-through velocity, category margins, inventory turns. They don’t just pitch a product—they pitch performance.

They’re operationally mature before they ever apply. Their systems are dialed in. Orders go out on time. EDI is integrated. Labels scan. They’re not scrambling after the PO—they’re already built to handle it.

And they don’t just rely on Kroger to push their product. They invest in marketing. They plan launches. They support promos and in-store visibility. They drive sales, so Kroger keeps buying.

This isn’t about having the flashiest product. It’s about being a reliable business partner that makes the category stronger.

13. Need a Partner That’s Done This Before?

Getting into Kroger is one thing.

Building the backend to stay compliant, ship at scale, and keep orders flowing is another.

At CrossBridge, we don’t just help you “apply.” We run the infrastructure that supports your entire retail operation—from pitch to PO to shelf.

We handle:

Most of our clients don’t start from scratch—we plug them into a working system. So they can focus on selling, not building back-office tools under pressure.

If you're ready to expand into Kroger—or want to know if you’re truly ready—schedule a free strategy call.

We'll walk you through the cleanest path from where you are now to where you want to be.