Dave's Killer Bread at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Dave's Killer Bread is an American brand known for its organic whole-grain baked goods, founded in 2005 in Milwaukie, Oregon.
It’s already on the shelf here, with 12 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 8 new doors to enter.
Lead with Organic Boomin Berry Bagels in Bagels.
Fairfax Market stocks bagels thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is bagels: Fairfax Market stocks only 8 there, so Dave's Killer Bread Organic Boomin Berry Bagels stands out rather than blending in.
Fairfax Market merchandises 13 of the 14 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 51/100.
enters a thin bagels shelf as a point of difference.
The full runway
Every category Dave's Killer Bread 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 5 of 7 SKUs. Room to widen the line.
What to bring to expand
Dave's Killer Bread’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 →
