Bolthouse Farms at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Bolthouse Farms is a vertically integrated farm company known for its range of refrigerated beverages, salad dressings, and baby carrots.
It’s already on the shelf here, with 11 SKUs across 5 categories. The growth is depth and breadth: 5 categories to widen and 6 new doors to enter.
Lead with Banana Honey Protein Shake in Protein Drinks.
Fairfax Market stocks protein drinks thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Fairfax Market carries fruit juice & blends in real depth, 85 SKUs against a fleet median of 39, 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 protein drinks: Fairfax Market stocks only 6 there, so Bolthouse Farms Banana Honey Protein Shake stands out rather than blending in. Lead with the protein drinks, and position the fruit juice & blends as a finishing or gift item.
Fairfax Market merchandises 13 of the 15 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 45/100.
enters a thin protein drinks shelf as a point of difference.
The full runway
Every category Bolthouse Farms 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 2 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in protein drinks. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Bolthouse Farms (orange) sits in line with the shelf.
What to bring to expand
Bolthouse Farms’ 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 →
