Amy's Kitchen at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Amy's Kitchen is a family-owned American company that specializes in organic and non-GMO convenience and frozen foods.
It’s already on the shelf here, with 69 SKUs across 16 categories. The growth is depth and breadth: 13 categories to widen and 5 new doors to enter.
Lead with Mexican Breakfast Scramble in Other Frozen Breakfast.
Fairfax Market stocks other frozen breakfast thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is other frozen breakfast: Fairfax Market stocks only 3 there, so Amy's Kitchen Mexican Breakfast Scramble stands out rather than blending in.
Fairfax Market merchandises 21 of the 22 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin other frozen breakfast shelf as a point of difference.
The full runway
Every category Amy's Kitchen 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.
On shelf here, but only 22 of 35 SKUs. Room to widen the line.
On shelf here, but only 9 of 21 SKUs. Room to widen the line.
What to bring to expand
Amy's Kitchen’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 69
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 →
