Rao's at Whole Foods Market
Whole Foods Market is a natural independent running 10 Bay Area stores, large-format at about 30,160 sq ft each, indexing high on established names versus other Bay Area grocers.
Rao's Specialty Foods is renowned for its premium Italian food products, particularly the Rao's Homemade® line of pasta sauces.
Rao's isn’t on Whole Foods Market’s shelf yet in any of its 10 stores. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Marinara Sauce in Tomato Based Sauces.
Whole Foods Market stocks tomato based sauces thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 17 other Bay Area grocers.
The more differentiated opening is tomato based sauces: Whole Foods Market stocks only 13 there, so Rao's Marinara Sauce stands out rather than blending in.
Whole Foods Market merchandises 2 of the 17 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 70/100.
enters a thin tomato based sauces shelf as a point of difference.
The full runway · across 10 stores
Every category Rao's plays in across the Bay Area grocers we track, and where it stands at Whole Foods Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Rao's’ SKUs Whole Foods Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Whole Foods 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. Whole Foods Market profile →
