Vicolo 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.
Vicolo is a specialty food brand known for its artisan frozen pizzas featuring a unique cornmeal crust.
It’s already on the shelf here, with 10 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Pizza in Prepared Pizza.
Sprouts Farmers Market stocks prepared pizza thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
Sprouts Farmers Market carries frozen pizzas in real depth, 47 SKUs against a fleet median of 20.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is prepared pizza: Sprouts Farmers Market stocks only 11 there, so Vicolo Pizza stands out rather than blending in. Lead with the prepared pizza, and position the frozen pizzas as a finishing or gift item.
Sprouts Farmers Market merchandises 5 of the 6 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
enters a thin prepared pizza shelf as a point of difference.
The full runway
Every category Vicolo 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 9 of 20 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in prepared pizza. Each dot is a product on the shelf, by its cost per oz (hover for which). Vicolo (orange) sits well above the shelf.
What to bring to expand
Vicolo’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 →
