Birds Eye at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Birds Eye is a well-known brand specializing in frozen vegetables and meals.
It’s already on the shelf here, with 12 SKUs across 5 categories. The growth is depth and breadth: 5 categories to widen and 4 new doors to enter.
Lead with C&W Tiny Whole Green Beans, Frozen Vegetable in Frozen Green Beans.
Fairfax Market stocks frozen green beans thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is frozen green beans: Fairfax Market stocks only 5 there, so Birds Eye C&W Tiny Whole Green Beans, Frozen Vegetable stands out rather than blending in.
Fairfax Market merchandises 12 of the 14 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin frozen green beans shelf as a point of difference.
The full runway
Every category Birds Eye 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 6 of 16 SKUs. Room to widen the line.
On shelf here, but only 3 of 15 SKUs. Room to widen the line.
What to bring to expand
Birds Eye’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 →
