The Honest Kitchen at Sprouts Farmers Market
Sprouts Farmers Market is a natural independent running 1 Bay Area store, mid-size at about 20,322 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
The Honest Kitchen is a pet food brand that specializes in producing human-grade dog and cat food.
It’s already on the shelf here, with 9 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Whole Food Clusters Grain Free Chicken Dry Dog Food, 5 lb Bag in Dry Dog Food.
Sprouts Farmers Market stocks dry dog food 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 dry dog food: Sprouts Farmers Market stocks only 12 there, so The Honest Kitchen Whole Food Clusters Grain Free Chicken Dry Dog Food, 5 lb Bag stands out rather than blending in.
Sprouts Farmers Market merchandises 6 of the 6 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 70/100.
enters a thin dry dog food shelf as a point of difference.
The full runway
Every category The Honest Kitchen plays in across the Bay Area grocers we track, and where it stands at Sprouts Farmers 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 8 of 12 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in dry dog food. Each dot is a product on the shelf, by its cost per oz (hover for which). The Honest Kitchen (orange) sits well above the shelf.
What to bring to expand
The Honest Kitchen’s SKUs Sprouts Farmers 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 Sprouts Farmers 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. Sprouts Farmers Market profile →
