Have you ever wondered how to market your food or beverage product to potential buyers? While there are many options, the most effective tool is a sell sheet.
A sell sheet is a one-page summary that gives buyers everything they need to evaluate your product. It should be visually engaging, clearly formatted, and compellingly written, with a strong call to action.
A great sell sheet helps buyers quickly assess if your product is viable, profitable, and worth stocking.
To make your sell sheet effective, it should cover four key areas:
Company Information
Pricing Information
Operational Information
Company Branding
Include:
Company name
Logo
Contact information
These basics help buyers immediately know who you are and how to reach you. Display this information prominently, but remember to keep the sheet limited to one page.
Buyers need to understand pricing to assess profitability. Always include:
MSRP (Manufacturer’s Suggested Retail Price)
Wholesale Case Price – what the retailer pays per case
Wholesale Unit Price – what the retailer pays per unit
Clear pricing helps buyers evaluate margins and make fast decisions.
Buyers also want practical details that help them visualize logistics:
Case size (6 or 12 units)
Case dimensions
Net weight (excluding packaging)
High-quality whitebox product photos
Storage requirements (dry, refrigerated, frozen)
Shelf life
Providing this information upfront reduces back-and-forth and builds buyer confidence in your product’s readiness for market.
Your sell sheet should also communicate your brand identity. Include:
Brand colors
Website URL
Social media handles
One product line per page
Consistency in branding builds recognition and trust across all touchpoints.
While the essentials are non-negotiable, here are extras that can strengthen your sell sheet:
Brand slogan
Value proposition
Certifications (e.g., organic, gluten-free, non-GMO)
Nutrition facts (if a selling point)
Matrix grid for multiple product formats or sizes
We recommend using Canva to design your sell sheet. Here’s a Canva template you can use.
A well-crafted sell sheet gives buyers a clear, professional, and complete picture of your product on a single page. By including company info, pricing, operational details, and branding, you increase your chances of landing retail deals and scaling your food business.