KINGMAKER AWARD · EDITION 2026-07

Grocery Markup Hall of Fame

Food and beverage brands ranked by average idiot index — where a few cents of ingredients meet multi-dollar shelf prices.

Estimates, not audited figures. These rankings are computed from estimated bill-of-materials figures drawn from public teardown analyses and industry rules of thumb — not audited manufacturer costs. Index values are directional indicators of estimated markup structure, not statements of fact about any company's actual margins, pricing conduct, or business practices. Inclusion in any ranking is not an endorsement or criticism of any brand. Full methodology.

#	Brand	avg price ÷ raw materials	Products scored
1	Evian	18.9x est.	2
2	Voss	15.4x est.	2
3	Red Bull	9.3x est.	2
4	Gatorade	8.1x est.	2
5	Starbucks	6.2x est.	2
6	Hershey	5.9x est.	3
7	Coca-Cola	4.2x est.	2
8	365	3.2x est.	2

Published from a stored, auditable snapshot (as of 7/7/2026, 3:28:39 AM). Brands require at least 2 tracked products in scope to be ranked. "Embed badge" copies an HTML snippet recipients can place on their own site — it links back to this page with UTM attribution.

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