Barilla at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Barilla is a renowned Italian brand specializing in a wide range of pasta and sauces.
It’s already on the shelf here, with 21 SKUs across 16 categories. The growth is depth and breadth: 9 categories to widen and 1 new door to enter.
Lead with Gluten Free Oven-Ready Lasagne Pasta in Lasagna Pasta.
Fairfax Market stocks lasagna pasta thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is lasagna pasta: Fairfax Market stocks only 2 there, so Barilla Gluten Free Oven-Ready Lasagne Pasta stands out rather than blending in.
Fairfax Market merchandises 20 of the 22 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin lasagna pasta shelf as a point of difference.
The full runway
Every category Barilla 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 4 of 8 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
What to bring to expand
Barilla’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 →
