Folgers at Pacific Market
Pacific Market is a specialty independent running 2 Bay Area stores.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter, replicated across all 2 stores.
Lead with Classic Roast Instant Coffee in Instant Coffee.
Pacific Market stocks instant coffee thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is instant coffee: Pacific Market stocks only 11 there, so Folgers Classic Roast Instant Coffee stands out rather than blending in.
Pacific Market merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 25/100.
enters a thin instant coffee shelf as a point of difference.
The full runway · across 2 stores
Every category Folgers plays in across the Bay Area grocers we track, and where it stands at Pacific Market. 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 6 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in instant coffee. Each dot is a product on the shelf, by its cost per oz (hover for which). Folgers (orange) sits below the shelf.
What to bring to expand
Folgers’ SKUs Pacific Market 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 Pacific Market’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. Pacific Market profile →
