Once Upon A Farm at Woodlands
Woodlands is a specialty independent running 3 Bay Area stores, small-format at about 2,336 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
Once Upon a Farm is a brand specializing in organic, non-GMO snacks and meals for babies, toddlers, and children.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 6 new doors to enter, replicated across all 3 stores.
Lead with Organic & Dairy-Free Coconut Melts Mango Ba-nilla in Baby Snacks.
Woodlands stocks baby snacks 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.
Woodlands carries other snack bars in real depth, 51 SKUs against a fleet median of 23, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is baby snacks: Woodlands stocks only 10 there, so Once Upon a Farm Organic & Dairy-Free Coconut Melts Mango Ba-nilla stands out rather than blending in. Lead with the baby snacks, and position the other snack bars as a finishing or gift item.
Woodlands merchandises 10 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin baby snacks shelf as a point of difference.
The full runway · across 3 stores
Every category Once Upon A Farm plays in across the Bay Area grocers we track, and where it stands at Woodlands. 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 15 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in baby snacks. Each dot is a product on the shelf, by its cost per oz (hover for which). Once Upon A Farm (orange) sits below the shelf.
What to bring to expand
Once Upon A Farm’s SKUs Woodlands doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
How to get on the shelf · Woodlands
enriched 2026-09-05Presence and depth are measured from Woodlands’ 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. Woodlands profile →
