Toll House at Woodlands
Woodlands is a specialty independent running 3 Bay Area stores, small-format at about 2,336 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
Toll House is a well-known brand specializing in baking ingredients and cookie dough products.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter, replicated across all 3 stores.
Lead with Chocolate Chip Lovers Cookie Dough in Cookie Doughs.
Woodlands stocks cookie doughs thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is cookie doughs: Woodlands stocks only 10 there, so Toll House Chocolate Chip Lovers Cookie Dough stands out rather than blending in.
Woodlands merchandises 4 of the 5 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin cookie doughs shelf as a point of difference.
The full runway · across 3 stores
Every category Toll House plays in across the Bay Area grocers we track, and where it stands at Woodlands. 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 1 of 9 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in cookie doughs. Each dot is a product on the shelf, by its cost per oz (hover for which). Toll House (orange) sits below the shelf.
What to bring to expand
Toll House’s SKUs Woodlands 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 · Woodlands
enriched 2026-09-05Presence and depth are measured from Woodlands’ 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. Woodlands profile →
