Blue Diamond at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Blue Diamond is a prominent brand specializing in almond-based products, including snacks, almond milk, and gluten-free crackers.
It’s already on the shelf here, with 10 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Low Sodium Lightly Salted Almonds in Almonds.
Fairfax Market stocks almonds 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.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 50/100.
maps onto categories the store already runs.
The full runway
Every category Blue Diamond 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 23 SKUs. Room to widen the line.
On shelf here, but only 4 of 13 SKUs. Room to widen the line.
How it prices
Where it would price in almonds. Each dot is a product on the shelf, by its cost per oz (hover for which). Blue Diamond (orange) sits in line with the shelf.
What to bring to expand
Blue Diamond’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 →
