Campbell's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Campbell's: The Campbell's Company, originally founded in 1869 in Camden, New Jersey, is a prominent food and beverage manufacturer known for its wide range of products beyond its iconic soups.
It’s already on the shelf here, with 25 SKUs across 4 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with 100% Tomato Juice in Vegetable Juice.
Fairfax Market stocks vegetable juice 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 9 of the 10 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 40/100.
maps onto categories the store already runs.
The full runway
Every category Campbell's 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 22 of 119 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in vegetable juice. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Campbell's (orange) sits in line with the shelf.
What to bring to expand
Campbell's’ SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 25
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 →
