How All I Need Met Targeted Retailers in 2 days

All I Need

Tea and organic ingredients


The Company

All I Need brings together tea and carbonation to make deliciously activating drinks. By combining two highly demanded products on the market, All I Need has experienced exponential growth since their start in 2010. In September 2018, the brand was purchased by the Capri Sun Group to support international expansion. With strong commitments to social and environmental responsibility, all their drinks are low-sugar, organic, fair trade, and vegan.

Learn more about All I Need here.

The Challenge

In 2019, All I Need’s goal was to continue their international expansion by partnering with premium retailers and convenience stores throughout Europe. During this process, it was essential for All I Need to find buyers that are interested in love brands and ready to offer premium organic drinks. However, it was challenging for All I Need to find the right buyers in new markets. Since retailers often change out their buyers, getting connected and building relationships was a time-consuming task.

The Strategy

All I Need identified several strategies to overcome these challenges and continue their growth. One key decision All I Need made was to partner with Wabel, a company that puts suppliers in contact with head buyers of retail groups. Together, All I Need and Wabel came up with a plan:

1. Identify target prospects

Wabel took on the responsibility of finding ideal retailers for All I Need. Out of the hundreds of buyers in the Wabel community, Wabel was able to narrow down the best-fit groups for All I Need based on their needs. They ended up identifying 24 retailers, which included retailers in the target locations and retailers that had already expressed interest in organic drink brands.

2. Set up a meeting with the decision-maker

Next, Wabel arranged times for All I Need to meet with the head buyers and decision-makers of these retailers. Wabel was able to schedule meetings with all of their 24 targeted groups within 2 days at the upcoming Wabel Drinks Summit. Weeks in advance, All I Need was notified about which retailers they were matched with so they could prepare a pitch and offer for each one.

3. Meet buyers face-to-face

At the Wabel Drinks Summit, All I Need met individually with each of their target retailers including  Jumbo, Giant Eagle, Franprix, Circle K and many others. The 1-on-1 meetings were 30-minutes each, allowing buyers to try the carbonated drinks for themselves and discuss the terms of a potential partnership. Outside of their B2B meetings, All I Need was able to display their products to all the other attending drink buyers.

Results & Future Plans

All I Need is seeing positive results from the Summit. The 30-minute meetings gave them solid relational foundations with their prospects, which made it easier to continue contact in the following weeks. They also continue getting exposure all year around from the 1,000+ buyers on the Wabel platform.

« The Wabel Drinks Summit has been an opportunity for us to get contacts in new markets and get found by those that are looking for a strong responsible brand »

Thomas Miksits, All I Need CEO

Over the next year, All I Need plans to continue to help retailers get organic, sustainable drinks. If you are a buyer interested in All I Need’s products, contact us for more information.

If you are a supplier and would like to meet buyers during private B2B meetings, register now for one of our upcoming summits.