A2 Milk at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
a2 Milk is a dairy brand that specializes in producing milk products containing only the A2 type of beta-casein protein, which is easier on digestion for some individuals.
A2 Milk isn’t on Fairfax Market’s shelf yet. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Half and Half, Ultra-Pasteurized in Half & Half.
Fairfax Market stocks half & half thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is half & half: Fairfax Market stocks only 6 there, so a2 Milk Half and Half, Ultra-Pasteurized stands out rather than blending in.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
grass-fed, pasture-raised against the store's assortment lean.
an established national brand with proven demand.
enters a thin half & half shelf as a point of difference.
The full runway
Every category A2 Milk plays in across the Bay Area grocers we track, and where it stands at Fairfax Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in half & half. Each dot is a product on the shelf, by its cost per fl oz (hover for which). A2 Milk (orange) sits in line with the shelf.
What to bring to land
A2 Milk’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Fairfax 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. Fairfax Market profile →
