Free sell sheet template for food and drink brands
Fill in this sell sheet template in your browser: one product, three reasons it sells, the numbers a buyer checks and how to order. Add a photo and your brand colour, then print it or save it as a PDF.
Store margin: –
Nothing you type or add leaves this page or is saved. Print before you close the tab.
What a sell sheet is for
A product sell sheet is the page you leave behind. It is one of our free tools, and it does a different job from a line sheet. The line sheet lists your whole range so a store can order. The sell sheet makes the case for one product, so the owner can remember why they liked it after you have gone, or show it to the person who does the buying.
Use it at tastings, at trade shows, on the counter after a visit, and in the box with samples.
What goes on a good one
- One sentence on why a store should careWrite it for the store, not the shopper. "A local soda for cafés that want something different in the fridge" tells an owner where it goes. "Crafted with passion" tells them nothing.
- Three reasons it sellsReal ones: it sells out at your market stall, it has five ingredients, it comes with free tasting stock. Three short lines, not a paragraph.
- ProofWhere it is already stocked, an award, a line of press. One true line beats five vague ones.
- The numbersWholesale price, RRP and the store's margin, which the template works out for you. Then pack size, case size, shelf life, storage and barcode.
- How to orderMinimum order, lead time, delivery, and one person to contact.
Keep it to one page
Years of selling to stores taught us the same thing about sell sheets as about emails: shorter wins. A store owner reads it standing up, between customers. If it does not fit on one page, cut the brand story first. They can read that on your website.
A plain photo on a white background prints better than a styled lifestyle shot, and it shows what will sit on their shelf.
Do not lead with it
A sell sheet is not your first email. A cold email with a PDF attached is more likely to land in spam, and a store that did not ask will not open it. Start with a short, plain email about why your product suits that store, and bring the sell sheet when they ask for samples or a visit. Our guide to outreach for beverage brands shows the order that works.
Send samples only to stores that ask, and put a sell sheet in the box. When you are ready to find those stores, see who would stock you.
Questions brands ask
What is the difference between a sell sheet and a line sheet?
A sell sheet is one product on one page, written to persuade. A line sheet lists your whole range with prices and terms, so a store can order.
What should be on a product sell sheet?
The product, why a store should care, three reasons it sells, proof, wholesale price, RRP and margin, pack and case size, shelf life, and how to order.
Is my photo uploaded anywhere?
No. The photo stays on your device and is shown from there. Nothing you type or add is saved or sent.
Should I email my sell sheet to stores?
Not in the first email. Send it, or bring it, once a store has replied and asked for samples or a visit.
Read next
- Free toolsLine sheet templateFill in your range, case sizes, prices and terms in the browser, then print it or save it as a PDF.
- Retail outreachBeverage brandsWhich venues buy drinks, who to email at each, and how samples turn into orders.
- Free toolsSee who would stock youType your website and see real stores near you that fit your product, before you sign up.