Reading the shelf…
Costco is a discount independent running 1 Bay Area store, large-format at about 134,398 sq ft each, indexing high on established names versus other Bay Area grocers.
United isn’t on Costco’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Soup Bar in Prepared Soups.
Costco stocks prepared soups 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 prepared soups: Costco stocks only 7 there, so United Soup Bar stands out rather than blending in.
Costco merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin prepared soups shelf as a point of difference.
Every category United plays in across the Bay Area grocers we track, and where it stands at Costco. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Where it would price in prepared soups. Each dot is a product on the shelf, by its cost per oz (hover for which).
United’s SKUs Costco doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Costco typically sources products directly from suppliers, often through category buyers who evaluate new items for their warehouses. For emerging brands, the realistic first step is to contact the local Costco warehouse directly. You can approach the store manager or the department manager relevant to your product category. Bringing samples of your product is essential, as Costco values the opportunity to taste and evaluate new offerings firsthand. When presenting your product, keep in mind that Costco looks for items that offer high quality at competitive prices, with a focus on bulk purchasing. Highlighting unique selling points, such as organic ingredients or innovative packaging, can also help your product stand out in their assortment.
Presence and depth are measured from Costco’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. Costco profile →
5 named buyer contacts (Assistant Buyer/Procurement, Assistant General Merchandising Manager, Senior Buyer / Category Manager) are on file. Direct contacts are reserved for verified brand partners.