Ultimate Product Distributors

In the fast-paced world of convenience store distribution, few companies have left as significant a mark as Ultimate Product Distributors (UPD). With a reputation for strategic brilliance and an innovative edge, UPD has redefined what it means to be a leader in this industry. Now, with an ambitious foray into brand ownership and development, UPD is not just moving products—they’re reshaping the future of convenience retail. 

What began as a venture from the trunk of Jon Resnick’s car 15 years ago has grown into one of the largest independent distributors in the United States. Alongside Vice President Kevin Leckner, Resnick built UPD into a powerhouse, generating over $1 billion in sales since 2016 and distributing household names like Juul, BLU, Logic, OPMS Kratom, Tyson 2.0, Futurola, Pax Vaporizers, Packwoods, and TreHouse. With a presence spanning all 50 states, UPD is the backbone of the convenience store supply chain. “Never in a million years, when Jon and I started out 15 years ago, did I think we would hit $1B in sales,” shares Leckner. But success hasn’t stopped UPD from evolving.

Under the leadership of Matt Kramer, Director of Sales, Kelly School of Business Graduate and a former Merrill Lynch Wealth Advisor, and Paul Fish, former CFO of Dennis Publishing, and current CFO of Ultimate Product Distributors they are heading up this new growth vertical for UPD. The company has embraced a bold new strategy: venture capitalism. 

What sets UPD apart is its pivot towards brand ownership. By not just distributing but also investing in and co-owning the brands they represent, UPD is shaping the market from the ground up. This venture capital approach allows UPD to influence product development, marketing, distribution, and even brand positioning, ensuring a mutually beneficial relationship between producer, distributor, and consumer. “Coming from a finance background, the revenue we’ve generated through daily-use convenience store items is eye popping,” says Kramer. “We know that from day one, we can  immediately increase the value of a company by positively impacting both the top and bottom line.” 

Innovative Brands Under the UPD Umbrella 

This strategic shift is already paying dividends, with several trailblazing brands thriving under the UPD banner: 

Lucy Nicotine: A modern alternative to traditional tobacco, Lucy Nicotine offers pouches designed for health-conscious consumers. With UPD’s expertise in scaling distribution and marketing, Lucy has become a household name in convenience stores nationwide. 

Spirited Brands/Noble & Moonwalk: Entering the premium beverage market, Noble focuses on high-quality, health-forward drinks that resonate with modern consumers. UPD’s involvement is enabling Noble to rapidly expand its retail footprint while leveraging Spirited Brands’ manufacturing prowess. 

Pocket Coffee: A revolutionary take on caffeine delivery, Pocket Coffee offers 20 mg of natural caffeine per spray, with 45 sprays delivering the energy of 15 cups of coffee. This pocket sized solution is perfect for on-the-go consumers seeking a quick, crash-free energy boost.

A Vision for the Future 

UPD’s venture capital strategy is more than a business move—it’s a vision. By owning equity in the brands they distribute, UPD is redefining the role of a distributor, becoming a co-architect of product success. This approach allows them to de-risk investments while fostering long-term partnerships that benefit everyone involved. “Ultimate Product Distributors isn’t just a name; it’s a promise to deliver value at every level,” explains Kramer. “Our holistic involvement ensures brands not only reach the market but thrive within it.” 

As UPD scouts for its next big investment, the future looks brighter than ever. Their combination of sweat equity, direct investment, and strategic expertise positions them to set market trends rather than follow them. By blending tradition with innovation, UPD is charting a dynamic growth trajectory that will shape the future of convenience retail. UPD’s influence extends far beyond its distribution network. With a large presence at major industry trade shows like CHAMPS and TPE, UPD continues to showcase its innovative products, connect with key players, and reinforce its leadership role in the convenience store sector. With a proven track record of success, a commitment to innovation, and a deep understanding of market dynamics, UPD is pioneering a new era of convenience store distribution. 

For retailers, manufacturers, and consumers alike, one thing is clear: Ultimate Product Distributors isn’t just delivering products—they’re delivering the future. 

To connect with UPD and view their full repertoire of innovative brands, visit their website at updist.com