firehook
Firehook is an artisan bakery based in Chantilly, Virginia, known for its premium crackers made with clean and simple ingredients. Founded in 1992, the brand focuses on quality by baking in small batches and using organic ingredients without added seed oils or sugar.
Shelf presence
Brand Power (0-100) blends four shelf signals. Price position is shown below for context · a value↔premium read, not part of the score.
carried in 20 of 24 Bay Area grocers. how many stores stock the brand.
10 products in the catalog. how deep the product line is (saturating).
spans 1 category. how many categories the brand plays in (saturating).
Where it owns shelf
each bar is the % of that category's SKUs that are Firehook (full bar = 100% of the shelf), grouped by department.
Top competitors
the brands crowding the same categories as Firehook · photographed shelf-mates first, then brands stocked beside it at the same grocers, then same-category rivals citywide.
Most similar brands
closest to Firehook in what it makes — matched on product name, category & description across the whole catalog, wherever they’re sold. Not who it competes with on the shelf.
The lineup
every Firehook product in stock, cheapest first.
Sold at
Find Firehook online
Where to find Firehook · Bay Area
Opportunities
Bay Area grocers where neither the digital catalog nor our shelf photos show Firehook· but the shelf it belongs on is already there, ranked by fit. Fit blends category coverage, rival presence, price-band match, and openness to independents at this scale; weigh the footprint chips and route notes against it · a 7-door chain and a single great shop are different prizes. Our capture is partial, so a widely-distributed brand may already be carried through channels we don’t index.
Lead with Firehook Sea Salt, Organic Baked Crackers · its most-distributed SKU (15 doors) in Crackers, the biggest opening. The closest open door is World Market · 2 rivals already on that shelf.
