Follow Your Heart 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.
Follow Your Heart is a pioneering brand in the plant-based food industry, known for its innovative vegan products.
It’s already on the shelf here, with 5 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter, replicated across all 3 stores.
Lead with Soy-Free Vegenaise in Mayonnaise.
Woodlands stocks mayonnaise thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
The more differentiated opening is mayonnaise: Woodlands stocks only 13 there, so Follow Your Heart Soy-Free Vegenaise stands out rather than blending in.
Woodlands merchandises 5 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 68/100.
enters a thin mayonnaise shelf as a point of difference.
The full runway · across 3 stores
Every category Follow Your Heart 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 2 of 11 SKUs. Room to widen the line.
On shelf here, but only 2 of 10 SKUs. Room to widen the line.
How it prices
Where it would price in mayonnaise. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Follow Your Heart (orange) sits in line with the shelf.
What to bring to expand
Follow Your Heart’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 →
