Instacart launches brands database to connect grocers to CPGs

Instacart on Thursday announced the release of new tools that will enable consumer packaged goods manufacturers to showcase their products for the delivery company’s network of more than 1,400 retail banners.

The Brand Explorer portal gives the San Francisco-based company’s retail partners the ability to review digital sell sheets with a wide variety of emerging brands and products, and “make smarter decisions when looking for new products to stock their shelves,” Instacart said.  

In addition to browsing sell sheets, retailers can also filter their searches to specify particular trends, metrics and assortment gaps.  

The database also includes information about product attributes, pricing, sales performance and contact information to establish direct contact with brands, the company said.  

“We know that driving distribution in more stores is a significant challenge for emerging brands. They’re working hard to break into a crowded industry, from attending trade shows to cold-calling retailers. Meanwhile, retail category teams are sifting through thousands of new products to find the right fit for their business and customers,” said Chris Rogers, chief business officer at Instacart, in a statement. “The process is still fairly manual and time-consuming for everyone involved. Instacart is well positioned to connect innovative brands with retailers looking to expand their selection, empowering everyone with easy-to-access insights directly within Instacart’s self-serve technology.” 

Matt Meloy, vice president of sales at beef jerky company Chomps, said in a statement that its crucial for Chomps' success to share its vision and sales metrics with retailers. “We love that Instacart is creating a new opportunity for retail category managers to easily find brands like ours, see the sales our products are driving—like our new Taco Beef flavor—and connect with our team directly,” Meloy said.  

The Brand Explorer portal's debut follows a string of innovations Instacart has rolled out over the last year in advance of its September IPO. They include its integration with e-commerce platform provider Shopify, enabling customers to connect with Instacart Ads products and insights, the company said.  

Instacart's retail banners represent more than 80,000 locations in North America.