Rip Van Wafels at Bi-Rite Market
Bi-Rite Market is a specialty independent running 5 Bay Area stores, small-format at about 2,881 sq ft each, indexing high on better-for-you versus other Bay Area grocers.
Rip Van Wafels is an American food brand known for its innovative take on traditional Dutch stroopwafels and other snack products.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 5 stores.
Lead with Dark Chocolate Wafers in Packaged Cookies.
Bi-Rite Market stocks packaged cookies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is packaged cookies: Bi-Rite Market stocks only 10 there, so Rip Van Wafels Dark Chocolate Wafers stands out rather than blending in.
Bi-Rite Market merchandises 2 of the 3 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 70/100.
enters a thin packaged cookies shelf as a point of difference.
The full runway · across 5 stores
Every category Rip Van Wafels plays in across the Bay Area grocers we track, and where it stands at Bi-Rite 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 1 of 16 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in packaged cookies. Each dot is a product on the shelf, by its cost per oz (hover for which). Rip Van Wafels (orange) sits above the shelf.
What to bring to expand
Rip Van Wafels’ SKUs Bi-Rite Market 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 · Bi-Rite Market
enriched 2026-09-05Bi-Rite Market, as a specialty retailer, typically sources products directly from vendors, focusing on quality and local ingredients. The realistic first step for emerging brands is to submit their product through Bi-Rite's dedicated vendor/supplier form, which allows you to present your offerings directly to their team. When approaching Bi-Rite, emphasize your commitment to sustainability, local sourcing, and unique flavors, as these align with their values. Bi-Rite looks for products that enhance their curated assortment, particularly those that are housemade or feature high-quality, responsibly sourced ingredients. Highlighting your brand's story and how it complements their mission can significantly increase your chances of being considered for their shelves.
Vendor submission page ↗Presence and depth are measured from Bi-Rite 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. Bi-Rite Market profile →
