Simple Mills 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.
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 21 SKUs across 6 categories. The growth is depth and breadth: 3 categories to widen, replicated across all 10 stores.
Lead with Almond Flour Pancake and Waffle Mix, Pumpkin, 1pk, 10.7oz | Makes 20 4-Inch Pancakes or Waffles, Certified Gluten Free, Good Source of Fiber, Paleo-Friendly, Non-UPF Verified in Cookie Mixes.
Whole Foods Market stocks cookie 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.
The more differentiated opening is cookie mixes: Whole Foods Market stocks only 6 there, so Simple Mills Almond Flour Pancake and Waffle Mix, Pumpkin, 1pk, 10.7oz | Makes 20 4-Inch Pancakes or Waffles, Certified Gluten Free, Good Source of Fiber, Paleo-Friendly, Non-UPF Verified stands out rather than blending in.
Whole Foods Market merchandises 6 of the 16 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin cookie mixes shelf as a point of difference.
The full runway · across 10 stores
Every category Simple Mills 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.
On shelf here, but only 7 of 16 SKUs. Room to widen the line.
On shelf here, but only 5 of 6 SKUs. Room to widen the line.
What to bring to expand
Simple Mills’ SKUs Whole Foods Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
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 →
