Wholesome at Costco
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.
Wholesome Sweeteners is a prominent provider of organic, Fair Trade Certified, and non-GMO sweeteners, including a variety of sugars, syrups, and honeys.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with Light Brown Sugar in Brown Sugars.
Costco stocks brown sugars thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 13 other Bay Area grocers.
The more differentiated opening is brown sugars: Costco stocks only 3 there, so Wholesome Light Brown Sugar stands out rather than blending in.
Costco merchandises 8 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin brown sugars shelf as a point of difference.
The full runway
Every category Wholesome 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.
On shelf here, but only 1 of 7 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Wholesome’s SKUs Costco 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 · Costco
enriched 2026-09-05Costco 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 →
