Betty Crocker at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Betty Crocker is a well-established brand known for its wide range of baking products, including baking mixes and frostings.
It’s already on the shelf here, with 18 SKUs across 8 categories. The growth is depth and breadth: 8 categories to widen and 2 new doors to enter.
Lead with Oatmeal Chocolate Chip Cookie Mix in Cookie Mixes.
Fairfax Market stocks cookie mixes 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.
Fairfax Market carries gummy fruit snacks in real depth, 20 SKUs against a fleet median of 8.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is cookie mixes: Fairfax Market stocks only 2 there, so Betty Crocker Oatmeal Chocolate Chip Cookie Mix stands out rather than blending in. Lead with the cookie mixes, and position the gummy fruit snacks as a finishing or gift item.
Fairfax Market merchandises 11 of the 12 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin cookie mixes shelf as a point of difference.
The full runway
Every category Betty Crocker 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 17 SKUs. Room to widen the line.
What to bring to expand
Betty Crocker’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 →
