Nixie 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.
Nixie Sparkling Water is a brand that offers organic, zero-calorie, and zero-sugar sparkling waters and sodas, founded in 2019 by Nicole Bernard Dawes.
It’s already on the shelf here, with 13 SKUs across 4 categories. The growth is depth and breadth: 4 categories to widen and 1 new door to enter.
Lead with Root Beer, Organic Zero Sugar Soda in Root Beer.
Sprouts Farmers Market stocks root beer thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is root beer: Sprouts Farmers Market stocks only 9 there, so NIxie Root Beer, Organic Zero Sugar Soda stands out rather than blending in.
Sprouts Farmers Market merchandises 6 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin root beer shelf as a point of difference.
The full runway
Every category Nixie 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 6 of 22 SKUs. Room to widen the line.
On shelf here, but only 4 of 12 SKUs. Room to widen the line.
How it prices
Where it would price in root beer. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Nixie (orange) sits below the shelf.
What to bring to expand
Nixie’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 →
