Mutti 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.
Mutti is an Italian brand specializing in tomato-based products, known for its high-quality sauces and canned tomatoes.
It’s already on the shelf here, with 11 SKUs across 6 categories. The growth is depth and breadth: 5 categories to widen and 2 new doors to enter.
Lead with Triple Concentrated Tomato Paste in Tomato Paste.
Sprouts Farmers Market stocks tomato paste thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is tomato paste: Sprouts Farmers Market stocks only 8 there, so Mutti Triple Concentrated Tomato Paste stands out rather than blending in.
Sprouts Farmers Market merchandises 8 of the 9 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin tomato paste shelf as a point of difference.
The full runway
Every category Mutti 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 5 of 6 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in tomato paste. Each dot is a product on the shelf, by its cost per oz (hover for which). Mutti (orange) sits in line with the shelf.
What to bring to expand
Mutti’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 →
