Herdez at Costco
Costco is a discount independent running 1 Bay Area store, large-format at about 134,398 sq ft each, indexing high on established names versus other Bay Area grocers.
Herdez is a leading brand known for its authentic Mexican salsas and sauces, celebrated for bringing the genuine flavors of Mexico to kitchens worldwide.
Herdez isn’t on Costco’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Salsa Verde Mild, 7 OZ in Salsas.
Costco stocks salsas thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
The more differentiated opening is salsas: Costco stocks only 5 there, so HERDEZ Salsa Verde Mild, 7 OZ stands out rather than blending in.
Costco merchandises 2 of the 5 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin salsas shelf as a point of difference.
The full runway
Every category Herdez plays in across the Bay Area grocers we track, and where it stands at Costco. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in salsas. Each dot is a product on the shelf, by its cost per oz (hover for which). Herdez (orange) sits in line with the shelf.
What to bring to land
Herdez’s SKUs Costco doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
How to get on the shelf · Costco
enriched 2026-09-05Costco typically sources products directly from suppliers, often through category buyers who evaluate new items for their warehouses. For emerging brands, the realistic first step is to contact the local Costco warehouse directly. You can approach the store manager or the department manager relevant to your product category. Bringing samples of your product is essential, as Costco values the opportunity to taste and evaluate new offerings firsthand. When presenting your product, keep in mind that Costco looks for items that offer high quality at competitive prices, with a focus on bulk purchasing. Highlighting unique selling points, such as organic ingredients or innovative packaging, can also help your product stand out in their assortment.
Presence and depth are measured from Costco’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. Costco profile →
