Simple Mills 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.
Simple Mills is a Chicago-based food brand that specializes in creating better-for-you snacks and baking mixes using whole-food ingredients.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter, replicated across all 5 stores.
Lead with Almond Flour Original Pancake & Waffle Mix in Pancake & Waffle Mix.
Bi-Rite Market stocks pancake & waffle mix thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is pancake & waffle mix: Bi-Rite Market stocks only 3 there, so Simple Mills Almond Flour Original Pancake & Waffle Mix stands out rather than blending in.
Bi-Rite Market merchandises 8 of the 16 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin pancake & waffle mix shelf as a point of difference.
The full runway · across 5 stores
Every category Simple Mills 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 2 of 20 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in pancake & waffle mix. Each dot is a product on the shelf, by its cost per oz (hover for which). Simple Mills (orange) sits well above the shelf.
What to bring to expand
Simple Mills’ 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 →
