News & Articles Hub
Selling Food & Drink into the US: Opportunity, Retail and FDA Compliance
HGA Takeaway | International Growth
Selling Food & Drink into the US: Opportunity, Retail and FDA Compliance
The US offers huge potential for British food and drink brands, but success takes more than finding a buyer. From choosing the right market and retail route to understanding FDA requirements, here's what UK businesses should consider before taking the leap.
Thinking about taking your food or drink brand across the Atlantic?
The US can be an incredibly exciting market for UK businesses, particularly for brands with something distinctive to offer.
British heritage, craftsmanship and speciality positioning can all translate well, while areas including premium confectionery, speciality foods, plant-based products, healthier drinks and gifting offer interesting opportunities.
But there's an important catch.
The US shouldn't be approached as one enormous market.
Consumer tastes, retail structures and commercial opportunities vary between states and regions. On top of that, food and drink businesses need to understand the regulatory requirements that apply before products are shipped.
This HGA Takeaway brings together the key lessons from the North America International Markets Hub's session on the US Food & Drink Market and FDA compliance, turning them into practical actions for UK businesses.
The biggest takeaway? Don't start with "How do we get into America?" Start with "Where in America is the best fit for our product, who should we sell through and what needs to be in place before we ship?"
Takeaway 1
The opportunity is huge, but so is the market
The US food and drink market offers enormous scale, strong consumer purchasing power and a population with diverse tastes.
UK products can have a natural point of difference, particularly where a business can combine an interesting product with a compelling story, provenance or sense of discovery.
But scale shouldn't tempt businesses into trying to tackle the whole country at once.
Think market within a market
New York and the North East: culturally diverse markets with opportunities for international flavours, premium products, convenience and speciality foods.
California and the West Coast: potentially attractive for businesses aligned with sustainability, wellness, premium positioning and emerging food trends.
Texas: a huge consumer market where convenience and foodservice play important roles.
The Southeast: a large population with significant grocery activity and established click-and-collect behaviour.
The right starting region depends on your product, target customer, route to market, price point and ability to supply.
Don't ask where everybody else is launching. Ask where your customer is.
Takeaway 2
Understand what US consumers are looking for
Consumer behaviour continues to evolve, but several themes highlighted in the presentation are particularly relevant for British brands.
Value
Consumers remain conscious of price and affordability. That doesn't necessarily mean being the cheapest product on the shelf. The challenge is demonstrating why your product represents good value.
Wellness
Protein, fibre, gut health and other wellness-led considerations continue to influence purchasing behaviour.
Convenience
Products that fit busy lifestyles and make eating or drinking easier can have strong appeal.
Discovery
US consumers can be receptive to interesting international flavours and products they haven't encountered before.
Ingredients and information
Consumers are increasingly paying attention to ingredients, nutritional information and the claims appearing on packaging.
The lesson isn't to completely redesign your brand for America.
Instead, identify which elements of your existing proposition genuinely align with the needs of the consumers you're targeting.
Takeaway 3
Being British can be part of the proposition
One of the more encouraging messages for UK businesses is that British food can carry positive associations in the US.
The presentation highlights perceptions around:
✓ Speciality
✓ Craftsmanship
✓ Quality
✓ Heritage
British teas, confectionery, snacks, gin and beer are among the categories already associated with the UK, while British food can also occupy a premium or speciality position suitable for gifting and special occasions.
For HGA members, that's particularly interesting. If your product already works as a gift in the UK, consider whether British provenance, presentation and storytelling could strengthen its appeal in the US rather than hiding where it comes from.
Takeaway 4
There isn't one route into US retail
Going straight to one of America's biggest grocery chains might sound like the ultimate goal, but it isn't necessarily the best first step.
The presentation identifies several possible retail routes for UK brands:
| Route | What it could offer |
|---|---|
| Mainstream grocery | Potential scale and access to large numbers of consumers. |
| Speciality & gourmet retail | A potentially natural fit for premium, distinctive or gifting-led products. |
| British-focused stores | An audience already interested in British products and provenance. |
The best route isn't necessarily the biggest one.
A smaller speciality retailer may provide a more manageable opportunity to test demand, learn how American consumers respond and understand the realities of supplying the market before trying to scale.
Takeaway 5
A huge retail order isn't automatically a huge opportunity
Large US retailers can offer extraordinary scale, but businesses need to understand what comes with it.
The presentation warns that retailers may place pressure on:
Margins
Lead times
Payment terms
Order volumes
Your ability to rapidly scale supply
This can become particularly challenging for smaller brands and seasonal businesses.
A Christmas gifting order might look fantastic on paper, but can you manufacture it, finance it, ship it and fulfil it on the retailer's timetable while still making enough margin?
Before saying yes to a major retailer
Model the entire order. Include manufacturing, packaging, freight, duties, compliance, distributor or importer costs, retailer terms, promotional commitments, currency exposure and the impact of payment terms on your cash flow.
Takeaway 6
Get to know the buying cycle
Finding the right buyer is only half the challenge. Approaching them at the right time matters too.
US food and beverage retailers commonly have different category buyers responsible for different product groups, and the presentation notes that buyers can move roles relatively frequently.
Procurement windows can also be time-sensitive, particularly for seasonal ranges.
For seasonal Home & Gift brands
Don't wait until Christmas is approaching to start pitching a Christmas range. Find out when your target retailers actually review and buy the category, then work backwards to allow enough time for buyer conversations, samples, compliance, production and shipping.
Distributors, trade shows and direct conversations with category buyers can all help businesses understand those buying cycles.
Takeaway 7
FDA compliance starts before you ship
This is where the conversation moves from opportunity to preparation.
The US Food and Drug Administration regulates a wide range of imported food and beverage products and operates requirements covering areas including facility registration, labelling, Prior Notice and food safety.
The presentation also highlights one particularly important misconception:
Important
Don't assume the FDA "approves" your ordinary food product, facility or label before you can sell it.
FDA registration and compliance requirements are not the same thing as receiving a blanket FDA endorsement or approval. Businesses need to identify and meet the requirements that actually apply to their product and supply chain.
The exact regulatory route depends on what you're selling, how it's manufactured and how it enters the US.
Takeaway 8
Understand facility registration and your US Agent
Foreign facilities that manufacture, process, pack or hold food for consumption in the US may be subject to FDA food facility registration requirements.
Where registration is required, foreign facilities must designate a US Agent for FDA communications.
The presentation also highlights the importance of the facility's unique facility identifier and specifically refers to a DUNS number.
Don't leave registration until the shipment is ready.
Establish who manufactures, processes, packs and holds the product, determine which facilities need to be registered and make sure the relevant registration information is current before exporting.
Takeaway 9
Your UK label may not be your US label
One of the most practical messages in the presentation is the importance of checking labels specifically for the US market.
Requirements can apply to areas such as:
Product identity
Ingredient declarations
Nutrition information
Allergen information
Net quantity
Business/manufacturer information
Claims made about the product
Ingredients, additives and colours that are acceptable elsewhere shouldn't automatically be assumed to comply with US requirements either.
Build US compliance into the packaging process rather than trying to fix it once finished stock has already been produced.
Takeaway 10
Don't forget Prior Notice
The FDA requires Prior Notice for food imported or offered for import into the United States, subject to the applicable rules and exemptions.
In simple terms, the FDA needs information about incoming food shipments before they arrive.
The presentation identifies missing or late Prior Notice as one of the common compliance problems exporters encounter.
Make somebody responsible
Agree in advance who is submitting Prior Notice for each shipment and how you will confirm that it has been completed correctly. Don't assume somebody else in the supply chain has taken care of it.
Takeaway 11
Understand FSMA and FSVP
Two acronyms UK exporters are likely to encounter are FSMA and FSVP.
FSMA | Food Safety Modernization Act
FSMA created a prevention-focused framework for US food safety. Businesses need to understand which requirements apply to their facilities and products.
FSVP | Foreign Supplier Verification Programs
FSVP generally places responsibilities on the US importer to verify that foreign suppliers are producing food in accordance with applicable US food-safety requirements.
For exporters, that means your US partner may need information and documentation from you to fulfil their own obligations.
The presentation also flags that where products are shipped into the US without an existing US buyer/importer fulfilling the FSVP role, the business needs to establish who will perform the required FSVP importer function before shipment.
Don't confuse the FDA US Agent used for facility registration with the FSVP importer. They perform different regulatory roles, even where a service provider may be able to support both.
Takeaway 12
Some products have extra rules
Not every food or drink follows exactly the same regulatory pathway.
The presentation highlights several categories where additional requirements or regulators can become relevant.
| Product | Additional consideration |
|---|---|
| Certain low-acid & acidified foods | Additional FDA requirements can include Food Canning Establishment registration and process filings. |
| Meat, poultry, dairy & eggs | USDA requirements may apply alongside or instead of particular FDA requirements depending on the product. |
| Alcohol | Additional federal requirements involving the Alcohol and Tobacco Tax and Trade Bureau (TTB), plus state and local alcohol rules, may apply. |
| Pet food & animal feed | Separate animal food requirements need to be considered. |
This is why the first compliance question should always be "What exactly is our product?" rather than simply "We're a food business, what do we need?"
Takeaway 13
Non-compliance can stop your goods at the border
FDA compliance isn't simply an administrative exercise.
The presentation explains that enforcement can include:
Detention at ports and airports
Inspection of products, labels and packaging
Refusal of entry
Inspection of US and foreign facilities
Import Alerts
Warning Letters
The financial impact of getting it wrong can therefore go well beyond correcting a label.
Businesses should consider the cost of delayed stock, missed retailer delivery windows, storage, re-export or destruction, professional support and reputational damage.
Avoidable Problems
Common compliance issues highlighted in the session
1. Labelling errors.
2. Facilities not being registered or registration not being renewed when required.
3. Problems with prohibited or non-compliant ingredients, colours or additives.
4. Prior Notice not being submitted or being submitted late.
5. Import Alert issues.
6. Problems arising from inspections or Warning Letters.
Practical Checklist
Before You Ship Food or Drink to the US
Use this as a starting point for your export preparation. The exact requirements will depend on your product and circumstances.
Step 1 | Validate the opportunity
☐ We've identified the US region or regions where our target customer is most likely to be.
☐ We've researched the competition and comparable retail prices.
☐ We've identified whether mainstream, speciality or British-focused retail is the most appropriate starting route.
☐ We've researched the buying cycle for our category.
☐ We understand what makes our product relevant to an American consumer.
Step 2 | Check the numbers
☐ We've calculated a realistic landed cost.
☐ We've accounted for freight and logistics.
☐ We've considered importer/distributor margins where relevant.
☐ We've checked duties and applicable taxes.
☐ We've considered retailer margins and commercial terms.
☐ We've modelled the impact of exchange rates and payment terms.
☐ We can fulfil the expected order volumes without damaging the rest of the business.
Step 3 | Identify your regulatory route
☐ We've identified which US regulator or regulators cover our specific product.
☐ We've checked whether FDA food facility registration applies.
☐ Relevant facilities have the required unique facility identifier.
☐ Where required, the foreign facility has an appropriate US Agent.
☐ We've checked whether USDA, TTB or other additional requirements apply.
☐ We've checked whether our product falls into a specialist category such as low-acid or acidified foods.
Step 4 | Check the product
☐ Every ingredient has been reviewed for US compliance.
☐ Colours and additives have been checked.
☐ We've reviewed applicable food-safety requirements.
☐ Any relevant manufacturing or process requirements have been addressed.
☐ We've checked whether additional product-specific filings are required.
Step 5 | Review the label
☐ Our US label has been reviewed against the requirements applicable to our product.
☐ The ingredient declaration is correct.
☐ Applicable allergen declarations are correct.
☐ Required nutrition information is presented correctly.
☐ Net quantity and product identity are correct.
☐ Business/manufacturer details are appropriate.
☐ Any nutritional, health or marketing claims have been checked.
Step 6 | Confirm the import process
☐ We know who the US importer is.
☐ We know who is responsible for the FSVP importer role where applicable.
☐ Our US partner has the documentation they need from us.
☐ We know who will submit Prior Notice.
☐ We have a process for confirming Prior Notice has been submitted correctly and on time.
☐ Our customs and logistics arrangements have been confirmed.
Step 7 | Final check before shipping
☐ Facility registrations and relevant details are current.
☐ The finished packaging matches the compliant artwork that was reviewed.
☐ Shipment documentation is complete.
☐ Prior Notice arrangements are confirmed.
☐ Our importer and logistics partners know the shipment is coming.
☐ We know who will deal with any FDA or customs query if one arises.
The easiest way to make compliance easier?
Start the regulatory work while you're developing the US opportunity, not after you've secured the order. Finding out that your label, ingredient or facility setup needs changing when finished stock is already sitting in a warehouse is likely to be far more difficult and expensive.
For Home & Gift Businesses
Where could the opportunity be?
For HGA members, the US opportunity extends beyond the traditional supermarket aisle.
Products designed around gifting, entertaining and occasions may be particularly suited to speciality retail, gourmet stores, independent retailers, department stores and other curated environments.
Premium confectionery and chocolate
Biscuits, snacks and sweet treats
Tea and speciality drinks
Gift sets and hampers
Premium and speciality grocery
Plant-based products
Health-conscious drinks
Products with strong British provenance, craftsmanship or storytelling
The key is to identify where the product belongs rather than trying to force it into the largest possible channel.
Put it into practice
Six steps to start exploring the US
1. Pick a starting market.
Identify one or two regions rather than approaching the entire US.
2. Identify the right channel.
Decide whether mainstream grocery, speciality retail, British stores or another route best suits the product.
3. Understand your buyer.
Find the relevant category buyer and learn when they review and purchase the category.
4. Do the maths.
Make sure the opportunity remains profitable after the full cost of supplying America.
5. Start compliance early.
Establish the regulatory pathway, facility, product and label requirements before committing finished stock.
6. Test before you scale.
Where commercially appropriate, use early activity to learn what works before committing significant resources to nationwide expansion.
The HGA Takeaway
America is a huge opportunity, but preparation matters
1. Don't treat the US as one market. Choose your starting region carefully.
2. British provenance, quality and craftsmanship can help create a point of difference.
3. The biggest retailer isn't necessarily the best first retailer.
4. Understand buying cycles and approach buyers at the right time.
5. Model the full commercial impact before accepting a large order.
6. Start FDA and other applicable regulatory work before shipping.
7. Check your facility, product, label, importer, FSVP and Prior Notice responsibilities rather than assuming somebody else has dealt with them.
A quick note on compliance
This HGA Takeaway provides a general introduction based on information presented in the October 2026 session. US food and drink requirements vary according to product, ingredients, manufacturing process, facility, supply chain and route to market, and regulations can change. It should not be treated as legal or regulatory advice. Businesses should check the current requirements of the FDA and any other relevant US authorities and seek specialist support where appropriate before exporting.
One question to ask before you start
If we could launch our product in just one part of America, through one type of retailer, where would give us the best opportunity to learn, prove demand and grow profitably?