Simple Mills at Rainbow Grocery Cooperative
Rainbow Grocery Cooperative is a member-owned co-op running 1 Bay Area store, large-format at about 36,996 sq ft each, indexing high on clean-organic 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 25 SKUs across 10 categories. The growth is depth and breadth: 8 categories to widen and 4 new doors to enter.
Lead with Almond Flour Artisan Bread Baking Mix in Bread Mixes.
Rainbow Grocery Cooperative stocks bread mixes 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.
Rainbow Grocery Cooperative carries crackers in real depth, 172 SKUs against a fleet median of 85, 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 bread mixes: Rainbow Grocery Cooperative stocks only 2 there, so Simple Mills Almond Flour Artisan Bread Baking Mix stands out rather than blending in. Lead with the bread mixes, and position the crackers as a finishing or gift item.
Rainbow Grocery Cooperative merchandises 15 of the 16 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin bread mixes shelf as a point of difference.
The full runway
Every category Simple Mills plays in across the Bay Area grocers we track, and where it stands at Rainbow Grocery Cooperative. 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 11 of 20 SKUs. Room to widen the line.
On shelf here, but only 4 of 16 SKUs. Room to widen the line.
What to bring to expand
Simple Mills’ SKUs Rainbow Grocery Cooperative doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 25
How to get on the shelf · Rainbow Grocery Cooperative
enriched 2026-09-05Rainbow Grocery Cooperative typically sources products directly from vendors, especially local and organic producers. To get your product on their shelves, the first step is to contact the store directly. You can approach the store management or owner, as they are involved in decision-making. Consider dropping off samples of your product to showcase its quality and fit with their assortment, which emphasizes sustainable, vegetarian, and locally sourced items. Rainbow values products that align with their mission of minimal ecological impact and support for local businesses. Be prepared to discuss how your product meets these criteria and contributes to their diverse selection. Engaging with the cooperative's community-oriented ethos will also be beneficial in your approach.
Presence and depth are measured from Rainbow Grocery Cooperative’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. Rainbow Grocery Cooperative profile →
