Dole 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.
Dole is a renowned brand specializing in fresh fruits and fruit-based products, including packaged fruit snacks and a variety of juices.
It’s already on the shelf here, with 4 SKUs across 4 categories. The growth is depth and breadth: 1 category to widen and 4 new doors to enter, replicated across all 13 stores.
Lead with Peaches in Strawberry Gel in Fruit Snack Cups.
Safeway stocks fruit snack cups thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is fruit snack cups: Safeway stocks only 1 there, so Dole Peaches in Strawberry Gel stands out rather than blending in.
Safeway merchandises 11 of the 21 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 25/100.
enters a thin fruit snack cups shelf as a point of difference.
The full runway · across 13 stores
Every category Dole 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 1 of 16 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Dole’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 →
