Field Day at Woodlands
Woodlands is a specialty independent running 3 Bay Area stores, small-format at about 2,336 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
Field Day is a brand dedicated to providing a variety of organic and natural grocery products, emphasizing quality and sustainability.
It’s already on the shelf here, with 7 SKUs across 7 categories. The growth is depth and breadth: 2 categories to widen and 49 new doors to enter, replicated across all 3 stores.
Lead with Organic Lentils in Dried Lentils.
Woodlands stocks dried lentils 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.
Woodlands carries sparkling water in real depth, 130 SKUs against a fleet median of 46.5, 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 dried lentils: Woodlands stocks only 4 there, so FIELD DAY Organic Lentils stands out rather than blending in. Lead with the dried lentils, and position the sparkling water as a finishing or gift item.
Woodlands merchandises 67 of the 71 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin dried lentils shelf as a point of difference.
The full runway · across 3 stores
Every category Field Day plays in across the Bay Area grocers we track, and where it stands at Woodlands. 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 1 of 2 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in dried lentils. Each dot is a product on the shelf, by its cost per oz (hover for which). Field Day (orange) sits in line with the shelf.
What to bring to expand
Field Day’s SKUs Woodlands doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
How to get on the shelf · Woodlands
enriched 2026-09-05Presence and depth are measured from Woodlands’ 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. Woodlands profile →
