Hu 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.
Hu is a U.S.-based brand that specializes in organic, Fairtrade chocolate and snacks, founded in 2012 by siblings Jordan Brown and Jessica Karp.
Hu isn’t on Costco’s shelf yet. The opening: 5 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Organic 65% Cacao Dark Chocolate Baking Chips in Chocolate Chips.
Costco stocks chocolate chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
The more differentiated opening is chocolate chips: Costco stocks only 3 there, so Hu Organic 65% Cacao Dark Chocolate Baking Chips stands out rather than blending in.
Costco merchandises 5 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin chocolate chips shelf as a point of difference.
The full runway
Every category Hu 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Hu’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 →
