Mi Rancho at Sprouts Farmers Market
Sprouts Farmers Market is a natural independent running 1 Bay Area store, mid-size at about 20,322 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
Mi Rancho is a family-owned company that has been producing premium tortillas, chips, and salsas since 1939.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Organic Corn THINcredibles in Corn Tortillas.
Sprouts Farmers Market stocks corn tortillas thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is corn tortillas: Sprouts Farmers Market stocks only 9 there, so Mi Rancho Organic Corn THINcredibles stands out rather than blending in.
Sprouts Farmers Market merchandises 5 of the 5 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin corn tortillas shelf as a point of difference.
The full runway
Every category Mi Rancho plays in across the Bay Area grocers we track, and where it stands at Sprouts Farmers 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 2 of 11 SKUs. Room to widen the line.
On shelf here, but only 2 of 5 SKUs. Room to widen the line.
What to bring to expand
Mi Rancho’s SKUs Sprouts Farmers 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 Sprouts Farmers 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. Sprouts Farmers Market profile →
