wilton
Wilton is a brand specializing in baking supplies and kits, known for its creative and high-quality products. The brand offers a wide range of items including gingerbread house kits, meringue powder, and various bakeware. Wilton encourages creativity in baking with its innovative tools and vibrant icing colors.
Shelf presence
Brand Power (0-100) blends four shelf signals. Price position is shown below for context · a value↔premium read, not part of the score.
carried in 10 of 24 Bay Area grocers. how many stores stock the brand.
39 products in the catalog. how deep the product line is (saturating).
spans 4 categories · 5 subcategories. how many categories the brand plays in (saturating).
Where it owns shelf
each bar is the % of that category's SKUs that are Wilton (full bar = 100% of the shelf), grouped by department.
Top competitors
the brands crowding the same categories as Wilton · photographed shelf-mates first, then brands stocked beside it at the same grocers, then same-category rivals citywide.
Most similar brands
closest to Wilton in what it makes — matched on product name, category & description across the whole catalog, wherever they’re sold. Not who it competes with on the shelf.
The lineup
the full Wilton lineup · on SF shelves first (cheapest first), then SKUs we've catalogued but haven't measured on a shelf here yet.
Sold at
Find Wilton online
Where to find Wilton · Bay Area
Opportunities
New doors · no Wilton in our capture yet
Bay Area grocers where neither the digital catalog nor our shelf photos show Wilton· but the shelf it belongs on is already there, ranked by fit. Fit blends category coverage, rival presence, price-band match, and openness to independents at this scale; weigh the footprint chips and route notes against it · a 7-door chain and a single great shop are different prizes. Our capture is partial, so a widely-distributed brand may already be carried through channels we don’t index.
Lead with Wilton Rainbow Jimmies Tub, 10.5 oz. · its most-distributed SKU (2 doors) in Sprinkles, the biggest opening. The closest open door is Mill Valley Market · 3 rivals already on that shelf.
