simple mills
Simple Mills is a Chicago-based food brand that specializes in creating better-for-you snacks and baking mixes using whole-food ingredients. Founded in 2012, the company is dedicated to gluten-free, grain-free products that avoid artificial additives, while promoting sustainability through regenerative agriculture practices.
Simple Mills is carving out a niche in the better-for-you snack and baking aisle, leveraging its health-forward credentials to stand out among a crowded field. With nearly half of its lineup boasting organic or health-conscious claims, the brand positions itself as a wholesome alternative to conventional indulgence. Its portfolio centers on almond flour-based products, with a strong emphasis on crackers and baking mixes, suggesting a focused approach rather than a sprawling assortment. Despite being priced above most category rivals, Simple Mills achieves full distribution across nearly all tracked grocers, indicating that its health-driven strategy resonates well with a broad consumer base. In the cracker category, it holds a notable position, fending off competitors like Rustic Bakery and Annie's, proving that its premium pricing aligns with consumer demand for quality and health attributes.
Shelf presence
Brand Power (0-100) blends four shelf signals. Price position is shown below for context · a value↔premium read, not part of the score.
carried in 22 of 24 Bay Area grocers. how many stores stock the brand.
75 products in the catalog. how deep the product line is (saturating).
spans 13 categories. how many categories the brand plays in (saturating).
Where it owns shelf
each bar is the % of that category's SKUs that are Simple Mills (full bar = 100% of the shelf), grouped by department.
Top competitors
the brands crowding the same categories as Simple Mills · photographed shelf-mates first, then brands stocked beside it at the same grocers, then same-category rivals citywide.
The lineup
every Simple Mills product in stock, cheapest first.
Sold at
Find Simple Mills online
Where to find Simple Mills · Bay Area
Opportunities
New doors · no Simple Mills in our capture yet
Bay Area grocers where neither the digital catalog nor our shelf photos show Simple Mills· but the shelf it belongs on is already there, ranked by fit. Fit blends category coverage, rival presence, price-band match, and openness to independents at this scale; weigh the footprint chips and route notes against it · a 7-door chain and a single great shop are different prizes. Our capture is partial, so a widely-distributed brand may already be carried through channels we don’t index.
Lead with Simple Mills Almond Flour Cookies, Crunchy Double Chocolate · its most-distributed SKU (11 doors) in Packaged Cookies, the biggest opening. The closest open door is The Epicurean Trader · 1 rival already on that shelf.
