Birds Eye at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
Birds Eye is a well-known brand specializing in frozen vegetables and meals.
It’s already on the shelf here, with 20 SKUs across 9 categories. The growth is depth and breadth: 8 categories to widen and 1 new door to enter, replicated across all 13 stores.
Lead with C&W Premium Quality French Cut Green Beans, Frozen in Frozen Green Beans.
Safeway 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 5 other Bay Area grocers.
The more differentiated opening is frozen green beans: Safeway stocks only 1 there, so Birds Eye C&W Premium Quality French Cut Green Beans, Frozen stands out rather than blending in.
Safeway merchandises 11 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 · across 13 stores
Every category Birds Eye plays in across the Bay Area grocers we track, and where it stands at Safeway. 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 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 Safeway 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 Safeway’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. Safeway profile →
