Better Than Bouillon at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Better Than Bouillon is a brand that specializes in concentrated food bases made from cooked meats and vegetables, aimed at enhancing the flavor of various dishes.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Organic Seasoned Vegetable Bas in Boullions.
Fairfax Market stocks boullions thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 15 other Bay Area grocers.
The more differentiated opening is boullions: Fairfax Market stocks only 8 there, so Better Than Bouillon Organic Seasoned Vegetable Bas stands out rather than blending in.
Fairfax Market merchandises 1 of the 1 category the brand sells.
organic, vegan, vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin boullions shelf as a point of difference.
The full runway
Every category Better Than Bouillon 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.
How it prices
Where it would price in boullions. Each dot is a product on the shelf, by its cost per oz (hover for which). Better Than Bouillon (orange) sits well above the shelf.
What to bring to expand
Better Than Bouillon’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 →
