Tru Fru 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.
Tru Fru is a brand specializing in frozen desserts and chocolate snacks, known for its innovative approach to combining real fruit with premium chocolate.
It’s already on the shelf here, with 5 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter, replicated across all 3 stores.
Lead with Nature's Strawberries Hyper-Dried Fresh in Dark & White Chocolate in Chocolate Covered Dried Fruit.
Woodlands stocks chocolate covered dried fruit thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is chocolate covered dried fruit: Woodlands stocks only 5 there, so Tru Fru Nature's Strawberries Hyper-Dried Fresh in Dark & White Chocolate stands out rather than blending in.
Woodlands merchandises 4 of the 6 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 75/100.
enters a thin chocolate covered dried fruit shelf as a point of difference.
The full runway · across 3 stores
Every category Tru Fru 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 4 of 18 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Tru Fru’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 →
