Fat & Weird Cookie · Food & Beverage
Fat & Weird Cookie: 665 Qualified Sample Requests and $44,300 in opening order pipeline from 96,560 Stores Reached
Fat & Weird Cookie: 665 Qualified Sample Requests from 96,560 stores contacted - roughly $44,300 in expected opening order value and approximately $310,100 in first-year wholesale pipeline.
About the Company
Fat & Weird Cookie bakes giant, overstuffed gourmet cookies and came to RetailReach to move beyond ecommerce into retail shelves.
What Fat & Weird Cookie Sells
- Giant, overstuffed gourmet cookies
- Individually wrapped, retail-ready formats
- Multiple flavor lines
Who They Sell To
- Convenience stores
- Supermarkets
- Coffee shops
The Challenge
Fat & Weird Cookie required:
- A repeatable way to reach convenience, grocery, and coffee retail buyers at scale
- Consistent sample request flow to feed wholesale growth
- Proof the brand could land retail accounts without an internal sales team
The Approach
RetailReach created and managed a structured outreach campaign targeting:
- Convenience stores and supermarket chains
- Coffee shops and specialty snack retailers
The campaign focused on personalized messaging with strategic follow-up sequences.
Results
Campaign Performance (34 Weeks)
- 96,560 stores contacted (131,195 emails sent)
- 3,591 replies received, 1,355 of them positive
- 665 qualified sample requests generated - about 20 a month
- Roughly $44,300 in expected opening order value
- Approximately $310,100 in first-year wholesale pipeline
- Now generates 2 to 3 new wholesale orders every week
Wholesale Pipeline Generated
Typical cookie and snack opening orders into convenience and grocery retail run about $208 - Faire marketplace data across 1.4 million food and drink orders puts the standard opening tier at $200 plus shipping. Assuming a 30 to 33% conversion rate from qualified lead to wholesale account, the campaign’s 665 qualified leads represent about 213 wholesale accounts.
That makes roughly $44,300 in expected opening order value. And because these buyers typically reorder about seven times a year - roughly $1,456 a year per account - those accounts add up to approximately $310,100 in first-year wholesale pipeline.
What Contributed to Success
Snack-Aisle Targeting: convenience stores, supermarkets, and coffee shops - where impulse cookie purchases happen Sustained Order Motion: the account base now produces 2 to 3 new wholesale orders a week without new outreach Best week: 57 sample requests in a single week (week of September 12, 2025) Peak reply week: 128 positive replies off 11,146 emails
Client Responsibilities
- Product sample fulfillment
- Following up on qualified sample requests
- Fulfilling recurring wholesale orders
Ready to put your cookies on retail shelves?
Related case studies
Biscuits by Daddy-O
Specialty Food / Gluten-Free Baking Mixes
Biscuits by Daddy-O: 108 Qualified Sample Requests in 11 Weeks and $41,800 in Wholesale Pipeline selling Gluten-Free Baking Mixes to Specialty Food Retailers
Biscuits by Daddy-O: 108 Qualified Sample Requests in 11 Weeks from 7,925 retailers contacted - roughly $8,500 in expected opening order value and around $41,800 in first-year wholesale pipeline.
Cakes by Denises
Specialty Food / Bakery
Cakes by Denises: 74 Qualified Wholesale Leads and $4,300 in order pipeline from 3,939 Stores in 7 Weeks
Cakes by Denises generated 74 qualified wholesale leads across 7 reported weeks from 3,939 cafes, boutiques, gift shops, and gourmet grocery stores contacted - roughly seven times its 5-10 sample request target, with 51 leads in the final fortnight. At typical bakery wholesale order values, those leads represent about $4,300 in expected opening order value and around $112,000 in first-year wholesale pipeline.
CMJJ Gourmet
Food & Beverage
CMJJ Gourmet: 30-40 Qualified Wholesale Leads a Month and $456,000 in Wholesale Pipeline
CMJJ Gourmet generates 30-40 qualified wholesale leads a month - 239 qualified leads over 30 reported weeks from 60,266 buyers contacted, including buyers at multiple Hilton, Marriott and Four Seasons locations. At typical foodservice order values, those leads represent about $38,000 in expected opening order value and an estimated $456,000 in first-year wholesale pipeline.
Ready to build your retail pipeline?
See what a managed retailer acquisition campaign can create in 7 days.
Launch My Risk Free Campaign Now 5+ qualified wholesale leads in 7 days, or your money back