Cheese snacks · Kroger Corp vs Total US MULO · L52W ending Dec 2024
Food-inspired has already landed in Natural and eComm — 27% and 22% of dollars against a 17% average.
Curdsworth turns a point of distribution into 1.7× what the median brand does — every Kroger door we're not in leaves that multiple behind.
Curdsworth grew +38% from a third of the Kroger shelf, nine times the category's +4.2%. The constraint is doors, not turn. Three things carry the ask:
Story · built by Sous
Why this frame — Curdsworth's shortfall at Kroger is not velocity and not price. The brand out-turns every item carried above it and sits in a third of the doors, so the argument the buyer can act on is distribution.
4 beats · 23 facts behind it · 5 candidates investigated · 1 rejected
Where the category is moving
Cheese snacks grew from $299M to $312M in Total US MULO over the latest 52 weeks, up 4.2%. The growth is not evenly spread: food-inspired flavour is running 15.3 points ahead of the category and has already landed at 27% of dollars in Natural and 22% in eComm, against a 17% average.
3 facts · L52W · MULO
Why Curdsworth has earned it
Curdsworth turns $3,181 per point of distribution, 1.7× the $1,870 category median and ahead of every brand carried above it at Kroger. Whey Better, the #2 brand, does $2,410 on more than twice the doors. Where Curdsworth is on shelf it out-sells the brand beside it by 32% per door.
6 facts · L52W · MULO + Kroger
What's standing open
Curdsworth sits in 34% of Kroger cheese snack doors against 71% for the #2 brand. The brand is not losing rate of sale at this account — it simply is not in enough of it. The gap is widest in tangy and jalapeño, where no brand yet holds a national item.
9 facts · TDP · Kroger
What to do about it
Authorise the Curdsworth tangy SKU into 1,200 incremental Kroger doors at the next reset. At the brand's current rate of sale that is $4.1M, and it closes the flavour gap before a competitor names it.
Cautious read Hold the 34% door base and take tangy only into doors already carrying the line.
Fuller read Move Curdsworth off 34% toward the 71% the #2 brand holds, against Kroger's $58M cheese snack base.
5 facts · Reviewed · no causal claims