If you’re a growing CPG brand, landing a spot on Costco’s shelves can be a true business-changer. With a loyal membership base, enormous buying power, and national scale, Costco has the ability to catapult your brand into a new tier of growth.

But getting in isn’t as easy as sending samples and a fun presentation. It requires a strategic approach, retail readiness, and a deep understanding of what Costco buyers are really looking for.

At Product Launchers, we’ve helped multiple brands navigate this process, most recently Bob Snail, a better-for-you fruit snack line that successfully launched in several Costco regions. Here’s how we did it, and how you can, too.

1. Understand Costco’s Business Model

Costco isn’t your typical grocery retailer. It’s a high-volume, low-SKU, treasure-hunt environment built around a unique value proposition.

What does that mean:

• Fewer SKUs, but sold in larger pack sizes
• Rotational item programming (especially in the food category)

• Regional rollouts before national ones.

Costco buyers look for:

• Strong value per unit or ounce

• Clear differentiation (health, flavor, or format)

• Sampling and demo potential

2. Design Packaging for the Club Channel:

Standard retail packaging won’t work. You’ll need a club pack, meaning larger formats, display-ready boxes, or shrink-wrapped value bundles.

For Bob Snail, we developed:

• A 42-pack Costco-exclusive bundle with family-friendly, shelf-ready design

• Clean callouts like “No Added Sugar”, “100% Fruit”, and dietary icons

• Packaging that instantly communicates the brand’s health benefits and value.

3. Provide Data and Proof of Concept:

Costco wants to see momentum before it takes a chance on your product. With Bob Snail, we highlighted:

• Strong velocities at other retailers
• Repeat purchase rates and solid sell-through on Amazon

• A compelling clean-label story aligned with Costco’s better-for-you focus


If you’re not in major retail yet, leverage:

• Regional retail wins

• E-commerce analytics

• Social media engagement and user-generated content


4. Customize Your Pitch by Region

Costco is split into eight geographic regions, and each buyer may have different preferences. A top seller in Texas might not perform as well in NorCal. We recommend to start regionally.

For Bob Snail, we focused first on:

• NorCal and Texas where natural snacks thrive

• Then into the Northeast, tailoring packaging and pricing to each market’s needs


5. Invest in Sampling and Demo Support

Costco members love to try before they buy, and in-store demo programs often drive sales velocity significantly.

For Bob Snail, we:

• Worked with buyers to secure demo budgets.
• Coordinated digital promotions.

• Provided support materials for effective shopper education.


6. Work With a Retail Partner or Rep Group

Costco is relationship-driven. Having someone who knows the vendor, new item setup, and day-to-day program management process inside and out can make a huge difference.

Here’s what we supported for Bob Snail:

• Vendor and Item submission and onboarding

• Packaging compliance and display requirements

• Buyer meetings and follow-ups

• Demo coordination and supply chain assistance.
• Facility audits and item setup troubleshooting


If you’re trying to do this solo, you’re likely missing key steps.

7. Be Financially and Operationally Ready

Costco means high volume, but also tighter margins and demanding logistics.

Make sure you can:

• Support promo budgets
• Withstand longer payment terms than D2C (Net 30–60)

• Handle operational needs like palletized shipments and regional warehousing


Costco’s scale is real, but so are the operational expectations.

Final Thoughts

Getting into Costco isn’t about being the flashiest brand; it’s about offering real value, telling a clear story, and being ready to deliver at scale.

At Product Launchers, we don’t just pitch your product; we guide you through every phase of the journey. If you’re ready…

Let’s talk. Whether you’re launching into retail for the first time or scaling your business, we’re here to help you get on the shelf, and stay there.