Cholula at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Cholula is a brand known for its authentic Mexican hot sauces and seasoning mixes.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 4 new doors to enter.
Lead with ® Green Pepper Hot Sauce in Hot Sauces.
Fairfax Market stocks hot sauces thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
The more differentiated opening is hot sauces: Fairfax Market stocks only 13 there, so Cholula® Green Pepper Hot Sauce stands out rather than blending in.
Fairfax Market merchandises 5 of the 6 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin hot sauces shelf as a point of difference.
The full runway
Every category Cholula 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 2 of 10 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in hot sauces. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Cholula (orange) sits in line with the shelf.
What to bring to expand
Cholula’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 →
