Amylu at Sprouts Farmers Market
Sprouts Farmers Market is a natural independent running 1 Bay Area store, mid-size at about 20,322 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
Amylu is a brand specializing in all-natural chicken-based products, including sausages, burgers, and meatballs.
It’s already on the shelf here, with 9 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 3 new doors to enter.
Lead with Breakfast Time Chicken Breakfast Patties in Frozen Chicken Burgers.
Sprouts Farmers Market stocks frozen chicken burgers thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
Sprouts Farmers Market carries frozen breakfast in real depth, 48 SKUs against a fleet median of 18, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is frozen chicken burgers: Sprouts Farmers Market stocks only 2 there, so Amylu Breakfast Time Chicken Breakfast Patties stands out rather than blending in. Lead with the frozen chicken burgers, and position the frozen breakfast as a finishing or gift item.
Sprouts Farmers Market merchandises 9 of the 12 categories the brand sells.
organic against the store's assortment lean.
brand excitement 50/100.
enters a thin frozen chicken burgers shelf as a point of difference.
The full runway
Every category Amylu plays in across the Bay Area grocers we track, and where it stands at Sprouts Farmers Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
What to bring to expand
Amylu’s SKUs Sprouts Farmers Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Sprouts Farmers Market’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Sprouts Farmers Market profile →
