Annie's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Annie's Homegrown is an American organic food brand founded in 1989, known for its commitment to natural and organic products.
It’s already on the shelf here, with 16 SKUs across 7 categories. The growth is depth and breadth: 6 categories to widen and 20 new doors to enter.
Lead with Organic Whole Grain Honey Graham Crackers in Graham Crackers.
Fairfax Market stocks graham crackers 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 graham crackers: Fairfax Market stocks only 7 there, so Annie's Organic Whole Grain Honey Graham Crackers stands out rather than blending in.
Fairfax Market merchandises 30 of the 32 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin graham crackers shelf as a point of difference.
The full runway
Every category Annie's 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 7 of 46 SKUs. Room to widen the line.
On shelf here, but only 2 of 12 SKUs. Room to widen the line.
How it prices
Where it would price in graham crackers. Each dot is a product on the shelf, by its cost per oz (hover for which). Annie's (orange) sits above the shelf.
What to bring to expand
Annie's’ SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
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 →
