Birch Benders at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Birch Benders is a food brand specializing in pancake and waffle mixes, as well as frozen breakfast items.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Gluten Free Pancake & Waffle Mix in Pancake & Waffle Mix.
Fairfax Market stocks pancake & waffle mix thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
The more differentiated opening is pancake & waffle mix: Fairfax Market stocks only 14 there, so Birch Benders Gluten Free Pancake & Waffle Mix stands out rather than blending in.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin pancake & waffle mix shelf as a point of difference.
The full runway
Every category Birch Benders 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 2 of 12 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in pancake & waffle mix. Each dot is a product on the shelf, by its cost per oz (hover for which). Birch Benders (orange) sits well above the shelf.
What to bring to expand
Birch Benders’ 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 →
