Hiyo at Whole Foods Market
Whole Foods Market is a natural independent running 10 Bay Area stores, large-format at about 30,160 sq ft each, indexing high on established names versus other Bay Area grocers.
Hiyo offers a range of non-alcoholic social tonics that combine organic ingredients with functional botanicals, adaptogens, and nootropics for a stress-relieving and mood-enhancing…
It’s already on the shelf here, with 5 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen, replicated across all 10 stores.
Lead with Blackberry Lemon, Organic Social Tonic in Non-Alcoholic Cocktails.
Whole Foods Market stocks non-alcoholic cocktails thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
Whole Foods Market carries beverages in real depth, 236 SKUs against a fleet median of 2, 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 non-alcoholic cocktails: Whole Foods Market stocks only 1 there, so Hiyo Blackberry Lemon, Organic Social Tonic stands out rather than blending in. Lead with the non-alcoholic cocktails, and position the beverages as a finishing or gift item.
Whole Foods Market merchandises 2 of the 2 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 85/100.
enters a thin non-alcoholic cocktails shelf as a point of difference.
The full runway · across 10 stores
Every category Hiyo plays in across the Bay Area grocers we track, and where it stands at Whole Foods 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 1 of 11 SKUs. Room to widen the line.
Fully stocked here (4/4 SKUs).
What to bring to expand
Hiyo’s SKUs Whole Foods 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 Whole Foods 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. Whole Foods Market profile →
