Reading the shelf…

Shelf playbook

Mitica 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.

Mitica is a specialty food brand established in 2003 by Forever Cheese, focusing on premium Mediterranean products.

It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 15 new doors to enter.

fit strength / 100

Category fit · 35%90

Sprouts Farmers Market merchandises 19 of the 21 categories the brand sells.

Values match · 25%100

organic, vegetarian against the store's assortment lean.

Brand pull · 25%40

brand excitement 40/100.

White space · 15%60

maps onto categories the store already runs.

The full runway

Every category Mitica 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.

AlmondsExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 14 SKUs (fleet median 13)Mitica here 0/10

up against: sprouts 4, almondrx 2, plentiful planet 2, almond brothers 1, lark ellen farm 1

CrackersExtend

Already stocked here in other categories, so this one is a natural extension.

How it prices

Where it would price in chocolate candies. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Mitica (orange) sits well above the shelf.

shelf median $1.66/fl oz

What to bring to expand

Mitica’s SKUs Sprouts Farmers Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Mitica Caramelized Pecans

$8.59$1.95/ozat 7 grocers

Mitica Membrillo, Quince Paste

$7.19$0.72/ozat 6 grocers

Mitica Orange Delights, Dark Chocolate Covered Candied Oranges

$10.99$2.22/fl oz

Already on the shelf

Mitica Drunken Goat Cheese

$11.99

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 →

Sprouts Farmers Market depth 102 SKUs (fleet median 85)

up against: simple mills 16, sprouts 13, back to nature 11, annie's 10, milton's 9

Other SnacksExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 27 SKUs (fleet median 12.5)Mitica here 0/5

up against: biena 7, sunridge farms 3, 72 snack collection 2, fillo's 2, pipcorn 2

Jams and JelliesExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 10 SKUs (fleet median 10)Mitica here 0/5

up against: good good 4, bonne maman 1, divina 1, felix 1, nature's hollow 1

WalnutsExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 3 SKUs (fleet median 4.5)Mitica here 0/2

up against: sprouts 2, purely sprouted 1

Chocolate CandiesExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 149 SKUs (fleet median 159)Mitica here 0/2

up against: hu 17, chocolove 15, alter eco 10, bulk foods 9, justin's 7

Mixed Dry SnacksExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 11 SKUs (fleet median 6)Mitica here 0/2

up against: catalina crunch 4, annie's 2, purely sprouted 2, go raw 1

PecansExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 10 SKUs (fleet median 3.5)Mitica here 0/1

up against: sprouts 6, evie's 3, durham 1

Mixed NutsExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 4 SKUs (fleet median 4)Mitica here 0/1

up against: sprouts 3, sunridge farms 1

Other CheeseExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 6 SKUs (fleet median 11.5)Mitica here 0/1

up against: babybel 2, lifeway 1, sartori 1, sprouts 1, umyum 1

Other RiceExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 6 SKUs (fleet median 4)Mitica here 0/1

up against: lundberg family farms 4, ocean's halo 1, sprouts 1

ParmesanExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 14 SKUs (fleet median 8)Mitica here 0/1

up against: belgioioso 6, sprouts 3, mauro & gianni 2, ambrosi 1, boar's head 1

Fruit SpreadsExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 37 SKUs (fleet median 15)Mitica here 0/1

up against: crofter's organic 10, smash foods 10, st. dalfour 10, bonne maman 2, portlandia 2

HoneyExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 42 SKUs (fleet median 17)Mitica here 0/1

up against: sprouts 8, nature nate's 6, local hive 5, comvita 3, heavenly organics 3

Chocolate Covered Dried FruitExtend

Already stocked here in other categories, so this one is a natural extension.

Sprouts Farmers Market depth 8 SKUs (fleet median 3)Mitica here 0/1

up against: bulk foods 3, sprouts 2, 72 snack collection 1, barnana 1, nutty and fruity 1

Goat CheeseHolding

Fully stocked here (1/1 SKUs).

Sprouts Farmers Market depth 10 SKUs (fleet median 10)Mitica here 1/1

up against: laclare family creamery 6, cypress grove 3

ManchegoThin shelf

The store barely carries this category, so it is a hard sell.

Sprouts Farmers Market depth 1 SKUs (fleet median 1)Mitica here 0/2

up against: corcuera 1

Other CakesThin shelf

The store barely carries this category, so it is a hard sell.

Sprouts Farmers Market depth 1 SKUs (fleet median 6)Mitica here 0/2

up against: simple joys bakery 1

ProduceThin shelf

The store barely carries this category, so it is a hard sell.

Sprouts Farmers Market depth 0 SKUs (fleet median 33)Mitica here 0/1

Breads & BakeryThin shelf

The store barely carries this category, so it is a hard sell.

Sprouts Farmers Market depth 0 SKUs (fleet median 112)Mitica here 0/1

Chocolate Covered DatesThin shelf

The store barely carries this category, so it is a hard sell.

Sprouts Farmers Market depth 1 SKUs (fleet median 1)Mitica here 0/1

up against: Natural Delights 1

· Tony's Chocolonely Milk Hazelnut

$0.73/fl oz$10.37/fl oz