July 2026
× Really Good Culture

Retail Rollout Plan

The 12-month plan to take Rodd's into Waitrose, Boots and Co-op — built on the existing category dataset, kept current by an always-on intelligence feed.

Prepared for Antonios Geornaras Really Good Culture
01

The Foundation

The Rodd's Tesco × Sainsbury's project built a bespoke category dataset — every SKU, every brand, every mission in RTD Coffee & Matcha, with the trends, archetypes and buyer narrative that sit on top. Everything in this plan is built on that core: it extends it, refreshes it, and makes it more valuable with each piece of work.

This plan — built on top
Track 1
Retailer Rollout
Three bespoke retailer projects — Waitrose, Boots, Co-op — each with its own strategy, assets and timeline.
Track 2
Always-On Intelligence
A year-long dynamic insights feed — quarterly deliveries, monthly collection, refreshed around what matters most each quarter.
↑↑
Already yours — from the Tesco project
Tesco × Sainsbury's category dataset — RTD Coffee & Matcha Every SKU, every brand
Coffee & Matcha category trends and cultural signals Refreshable
Shopper archetypes, missions & whitespace The buyer narrative
Tesco pitch deck & insight portal Delivered

Every retailer project is a customised extension of this core — and every piece of work feeds back into it. Each project makes the dataset richer, and the dataset makes each project sharper. The value compounds through the year.

What it compounds into
1
New listings
Every project, asset and introduction points at one outcome: Rodd's ranged in Waitrose, Boots and Co-op — each pitch landing at the right moment in the ranging calendar.
2
The right products next
The feed turns market and consumer signal into NPD direction — formats and flavours chosen on evidence, timed to the board and planning cycle.
3
Data behind every claim
Taste leadership, personas, mindshare — quantifiable validation behind the marketing, the buyer story and the plan you take to the board.
02 · Track 1

Retailer Rollout

Three retailers, staged across the year to hit each ranging window at the right moment — each one a bespoke project with its own strategy, assets and buyer plan.

W Waitrose
Q3 · Jul–Sep
The plant-forward play. Story adapted to the Waitrose shopper base — a different target from Tesco, with the plant-forward positioning tuned to it. Fresh conversation, timed for the incoming category contact.
B Boots
Q4 · Oct–Dec
The meal deal channel case. Right high-street demographic, right locations, right mission — built as a commercial story for the sandwich & meal deal space, feeding your November planning cycle.
C Co-op
Q1 · Jan–Mar
The convenience play. Timed for when their restructure settles. We establish the right entry point — group-wide or regional — before approach.
Included in every retailer project
Bespoke strategy per retailer
Category deep-dive tailored to that retailer's shopper, range and ranging calendar.
Tailor-made pitch deck & assets
Buyer-ready deck built from the core narrative, customised to each buyer's priorities.
Introductions & outreach plan
Warm intros plus a tailored comms plan for conversations already open.
A 12-month cadence
A year-round effort, not just at ranging windows — the story builds through the year.
Range, comparison & whitespace
Retailer-specific range architecture, compared against every retailer in your dataset.
Support through negotiation
We stay alongside you as conversations progress — margin structures, sequencing, buyer objections.
Buyer outreach runs through every project. Each retailer comes with an outreach strategy shaped with Sean (ex-Tesco category): who to approach, when their window opens, and what lands with that buyer. We make introductions where appropriate, build the cadence and comms around the conversations you've already opened, and shape every asset to arrive at the right moment in the ranging calendar.
Ranging windows move — projects move with them. Where we agree a window is better served later, the project shifts to match it. Every deliverable and commitment in this plan is honoured in full, including where timing carries it beyond the 12-month window.
03 · Track 2

Always-On Intelligence

Instead of a one-off NPD opportunities report, a year-long dynamic insights feed — refreshed through the year so the right data arrives at the moments that decide outcomes: the September board, the November planning session, each retailer's ranging window. The two tracks work as a flywheel: what the feed picks up sharpens every buyer story, and what the retailer work uncovers refreshes the feed's focus.

NPD direction What consumers really think Marketing strategy & social proof Go-to-market Quantifiable validation for retail pitches
Every quarter · the delivery
Quarterly Insights Alert

A bespoke readout, four times a year, against a brief we set together — and refresh every quarter as your priorities move. Nothing is fixed for the year: the focus follows the opportunity.

  • Tuned each quarter — we agree the focus together, then reset it as the year unfolds.
  • Custom alert rules — triggers defined around what matters to Rodd's. When they fire, you know. Any insight can become a tracked alert.
  • Timed to your calendar — the first lands before the September board: taste leadership data and baseline personas.
  • Feeds the retailer work — every buyer conversation stays current with what's moving in the category.
Range updates
Listings, delistings and range moves across your retailers.
Competitor & brand moves
Launches, campaigns and flavour signals — UK, US, Japan/Korea.
Triggered alerts
Rule-based flags when the things you care about move.
Every month · supplemented by
Structured consumer truth, collected every month, feeding each quarter's Alert.
  • 15 video reviews a month from our profiled panel — full transcripts, archetypes, missions.
  • Would-buy-before / would-buy-after markers on every review — the statistical base for taste claims.
  • Bespoke question sets — taste, pack, price, fixture — changed as priorities change.
  • Ambassador Program — unlimited invites bring your own 205k community into the panel: loyalists and new consumers, in whatever balance you set.
  • Store walks timed to each retailer project — 50 reviewers in-store, seeing what sales data can't.
04

The Year

Both tracks run in parallel — retailer projects staged to their ranging windows, the intelligence engine collecting continuously with a delivery every quarter.

Q3 2026
Jul – Sep
Sept board
Q4 2026
Oct – Dec
Nov planning
Q1 2027
Jan – Mar
FY from March
Q2 2027
Apr – Jun
Launch windows
Track 1
WaitroseDeep-dive, assets, outreach begins
BootsMeal deal channel case
Co-opConvenience entry, post-restructure
Live pitchesApr–May windows, season to build into
Track 2
Alert 01Focus agreed at kickoff — timed for the September board
Refresh
Alert 02Focus refreshed — timed for November planning
Refresh
Alert 03Focus refreshed — timed for the new financial year
Refresh
Alert 04Focus refreshed — timed for the launch windows ahead
Each Alert draws from
Taste leadership data Personas Flavour signals — UK, US, Japan/Korea Mindshare Range & listing moves Competitor launches Existing-customer insight Triggered alerts

Watch Humans collects continuously across all four quarters. The mix in each Alert is agreed at every refresh — the first is set together at kickoff.

05

Commercials

Pricing for each element at standard project rates — expand any line for what's inside. Bundled as a single 12-month engagement: one commitment covering both tracks, with reduced cost, shorter lead times, and an always-on relationship. The engagement fixes pricing at today's rates for the full year.

Retailer projectsWaitrose, Boots, Co-op — the full project each time
£4,500 / retailer
£13,500 · 3 retailers
Bespoke category strategy per retailer, built from your core dataset
Retailer-specific range architecture and comparison views
Whitespace and growth opportunities, sized for that retailer
Tailor-made, buyer-ready pitch deck per retailer
Outreach strategy, introductions where relationships exist, comms plan for open conversations
Support alongside you through buyer conversations and negotiation
Watch HumansThe monthly collection engine, 12 months
£599 / month
£7,188 · 12 months
15 structured video reviews a month from a profiled panel
Full transcripts, mapped to archetypes and missions
Would-buy-before / would-buy-after on every review — the base for taste claims
Bespoke question sets, changed as your priorities change
Ambassador ProgramYour own community, routed into the panel
£250 / month
£3,000 · 12 months
Unlimited invites to your 205k community through the Watch Humans funnel
Hear from people who already buy Rodd's, not just people who don't yet
You set the balance between loyalist and new-consumer insight
The foundation for personas and the follower-to-regular question
Quarterly Insights AlertThe quarterly delivery — dynamic, re-tuned each quarter
£750 / quarter
£3,000 · 4 quarters
A bespoke readout each quarter against a brief we set — and reset — together
Range updates, retailer moves, competitor and flavour signals — whatever the quarter needs
Custom alert rules — triggers defined around what matters to Rodd's
Q1 already scoped: taste leadership data + baseline personas, before the September board
Store walks50 reviewers in-store, per retailer
£917 / retailer
£2,750 · 3 retailers
50 reviewers walk each retailer's fixture — timed to each project
Video and transcript on every walk — how shoppers actually find (or miss) Rodd's
Fixture analysis that feeds straight into each buyer story
Evidence retailer sales data can't give you
Total at standard ratesAll items above, priced individually
£29,438
12-month engagement £4,938 reductionEverything above · rates held for the year
£24,500
Payment

Three payment structures.

Consolidated payment carries a reduced engagement fee.

Quarterly
 
£24,500
4 × £6,125, invoiced at the start of each quarter
The engagement fee, spread across the year.
Two payments£1,000 reduction
£24,500
£23,500
2 × £11,750 — signature and month 6
Reduced fee for consolidating into two payments.
Upfront£2,000 reduction
£24,500
£22,500
Single payment at signature
Lowest fee — £6,938 below the standard-rate total.

All prices exclusive of VAT. Rates fixed for the 12 months of the engagement.

06

Next Steps

1
Agree scope & structure
Confirm the two tracks and the retailer sequence as set out here.
2
Confirm payment structure
Quarterly, two payments, or upfront.
3
Sign the agreement
A short document mirroring our existing Rodd's × RGC terms.
4
Kickoff session
A working session to set the year: expectations, first deliverables, and the focus of the first Insights Alert. Then the Waitrose deep-dive and Watch Humans setup begin.