Fage 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.
FAGE is an international dairy company known for its authentic Greek strained yogurt, which is made using fresh milk and live active cultures.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Lead with Reduced Fat Strained Greek Yogurt in Greek & Icelandic Yogurt.
Safeway stocks greek & icelandic yogurt thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 17 other Bay Area grocers.
The more differentiated opening is greek & icelandic yogurt: Safeway stocks only 4 there, so FAGE Reduced Fat Strained Greek Yogurt stands out rather than blending in.
Safeway merchandises 1 of the 2 categories the brand sells.
keto, non-gmo against the store's assortment lean.
brand excitement 50/100.
enters a thin greek & icelandic yogurt shelf as a point of difference.
The full runway · across 13 stores
Every category Fage 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 21 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in greek & icelandic yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Fage (orange) sits well above the shelf.
What to bring to expand
Fage’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 →
