Dr. Kellyann 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.
Dr. Kellyann is a brand specializing in bone broth products, designed to support weight loss, skin health, and overall wellness.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 13 stores.
Lead with Classic Beef Bone Broth in Bone Broth.
Safeway stocks bone broth 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 bone broth: Safeway stocks only 3 there, so Dr. Kellyann Classic Beef Bone Broth stands out rather than blending in.
Safeway merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 70/100.
enters a thin bone broth shelf as a point of difference.
The full runway · across 13 stores
Every category Dr. Kellyann 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 3 of 11 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Dr. Kellyann’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 →
