Fancy Feast 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.
Fancy Feast is a premium cat food brand known for its gourmet offerings, providing a variety of wet and dry cat food options, as well as treats and meal toppers.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Lead with Purina Fancy Feast Tender Chicken and Liver Feast Classic Grain Free Wet Cat Food Pate in Wet Cat Food.
Safeway stocks wet cat food thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
The more differentiated opening is wet cat food: Safeway stocks only 5 there, so Purina Fancy Feast Tender Chicken and Liver Feast Classic Grain Free Wet Cat Food Pate stands out rather than blending in.
Safeway merchandises 1 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin wet cat food shelf as a point of difference.
The full runway · across 13 stores
Every category Fancy Feast 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 4 of 95 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Fancy Feast’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 →
