Campbell's 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.
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 15 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter, replicated across all 13 stores.
Lead with Chicken Noodle Soup in Canned Soup.
Safeway stocks canned soup 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.
Safeway merchandises 4 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 · across 13 stores
Every category Campbell's 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 15 of 119 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Campbell'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 →
