Horizon Organic 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.
Horizon Organic is a pioneering brand in the organic dairy industry, known for being the first organic dairy brand sold nationwide.
It’s already on the shelf here, with 6 SKUs across 4 categories. The growth is depth and breadth: 1 category to widen, replicated across all 10 stores.
Lead with Chocolate Lowfat Milk in Chocolate Milk.
Whole Foods Market stocks chocolate milk 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 chocolate milk: Whole Foods Market stocks only 14 there, so Horizon Organic Chocolate Lowfat Milk stands out rather than blending in.
Whole Foods Market merchandises 7 of the 13 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
enters a thin chocolate milk shelf as a point of difference.
The full runway · across 10 stores
Every category Horizon Organic 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 3 of 8 SKUs. Room to widen the line.
Fully stocked here (1/1 SKUs).
What to bring to expand
Horizon Organic’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 →
