Follow Your Heart at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Follow Your Heart is a pioneering brand in the plant-based food industry, known for its innovative vegan products.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Dairy-Free Parmesan Shredded in Cheese Alternatives.
Fairfax Market stocks cheese alternatives thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is cheese alternatives: Fairfax Market stocks only 7 there, so Follow Your Heart Dairy-Free Parmesan Shredded stands out rather than blending in.
Fairfax Market merchandises 5 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 68/100.
enters a thin cheese alternatives shelf as a point of difference.
The full runway
Every category Follow Your Heart plays in across the Bay Area grocers we track, and where it stands at Fairfax 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 1 of 11 SKUs. Room to widen the line.
On shelf here, but only 1 of 10 SKUs. Room to widen the line.
How it prices
Where it would price in cheese alternatives. Each dot is a product on the shelf, by its cost per oz (hover for which). Follow Your Heart (orange) sits in line with the shelf.
What to bring to expand
Follow Your Heart’s SKUs Fairfax 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 Fairfax 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. Fairfax Market profile →
