Darrell Lea at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 6 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen.
Lead with Australian Strawberry Soft Licorice in Licorice Candy.
Fairfax Market stocks licorice candy thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is licorice candy: Fairfax Market stocks only 11 there, so Darrell Lea Australian Strawberry Soft Licorice stands out rather than blending in.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 50/100.
enters a thin licorice candy shelf as a point of difference.
The full runway
Every category Darrell Lea 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 4 of 9 SKUs. Room to widen the line.
Fully stocked here (2/2 SKUs).
How it prices
Where it would price in licorice candy. Each dot is a product on the shelf, by its cost per oz (hover for which). Darrell Lea (orange) sits in line with the shelf.
What to bring to expand
Darrell Lea’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 →
