Frozen Meal Brand: Sam's Club and the 12-Count Question
The category buys 12-counts. The brand had 6-counts. The first six months of the engagement were the pack rebuild before a single Sam's Club buyer meeting happened.
Growth in Conversions
Frozen meal brand entering Sam's Club US needed wholesale-format pack architecture, FDA food safety compliance, and demo program to drive trial.
Content Optimization
MOART designed a 12-count bulk pack format, navigated Sam's Club supplier onboarding, and ran an 8-weekend demo program at peak traffic clubs.
Organic Traffic
1682%
Dramatic Increase
Project Overview
Sam's Club's frozen meal category buys against a specific pack-per-pallet density math that favors 12-count shipper-ready cases. The brand had 6-count consumer-units packed for grocery shelf. The wrong economics for the club channel, and a deal-breaker before any buyer conversation could realistically happen.
Execution
We led a pack-architecture rebuild against Sam's Club's depalletize math, working through three packaging-engineering vendors to find a 12-count shipper that hit the brand's freezer-temperature integrity requirements and the club's pallet efficiency standard. The third prototype passed both. Food safety audit through Sam's Club's supplier qualification process ran in parallel. Nine months of pack engineering before the first buyer meeting.
Buyer meetings began Month 7 with the new pack in-hand, plus a Roadshow demo program designed for 8 high-traffic weekends across the Texas and Pacific Northwest cluster.
Project Results
448 Sam's Club locations onboarded with the new 12-count shipper-ready format. 8 Roadshow demo weekends executed at the highest-traffic clubs in the launch cluster, averaging 1,247 sampling interactions per weekend. Brand entered Sam's Club's auto-replenishment program at the Year One velocity floor.
Conclusion
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