Baba Small Batch at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Baba Small Batch is a brand specializing in Mediterranean-inspired dips, spreads, and snacks, crafted with a focus on quality and simplicity.
It’s already on the shelf here, with 6 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen.
Lead with Organic Hummus - Roasted Garlic & Artichoke in Hummus.
Fairfax Market stocks hummus thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is hummus: Fairfax Market stocks only 13 there, so Baba Small Batch Organic Hummus - Roasted Garlic & Artichoke stands out rather than blending in.
Fairfax Market merchandises 2 of the 3 categories the brand sells.
organic, vegan, vegetarian against the store's assortment lean.
brand excitement 70/100.
enters a thin hummus shelf as a point of difference.
The full runway
Every category Baba Small Batch 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 5 of 7 SKUs. Room to widen the line.
Fully stocked here (1/1 SKUs).
How it prices
Where it would price in hummus. Each dot is a product on the shelf, by its cost per oz (hover for which). Baba Small Batch (orange) sits well above the shelf.
What to bring to expand
Baba Small Batch’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 →
