Reading the shelf…
Pacific Market is a specialty independent running 2 Bay Area stores.
Appel isn’t on Pacific Market’s shelf yet in any of its 2 stores. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Herring Filets in Dill Kraueter Creme in Canned Herring.
Pacific Market stocks canned herring 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 canned herring: Pacific Market stocks only 4 there, so Appel Herring Filets in Dill Kraueter Creme stands out rather than blending in.
Pacific Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin canned herring shelf as a point of difference.
Every category Appel plays in across the Bay Area grocers we track, and where it stands at Pacific 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.
Appel’s SKUs Pacific Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Pacific 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. Pacific Market profile →