Bonne Maman at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Bonne Maman is a French brand celebrated for its traditional, homemade-style jams, marmalades, and desserts.
It’s already on the shelf here, with 12 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen and 2 new doors to enter.
Lead with Mixed Berries Preserves in Fruit Preserves.
Fairfax Market stocks fruit preserves thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
The more differentiated opening is fruit preserves: Fairfax Market stocks only 10 there, so Bonne Maman Mixed Berries Preserves stands out rather than blending in.
Fairfax Market merchandises 9 of the 10 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin fruit preserves shelf as a point of difference.
The full runway
Every category Bonne Maman 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 7 of 20 SKUs. Room to widen the line.
On shelf here, but only 2 of 9 SKUs. Room to widen the line.
How it prices
Where it would price in fruit preserves. Each dot is a product on the shelf, by its cost per oz (hover for which). Bonne Maman (orange) sits above the shelf.
What to bring to expand
Bonne Maman’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 →
