Frigo 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.
Frigo is a cheese brand known for its authentic Italian cheese offerings, crafted with a focus on quality and traditional cheese-making techniques.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Lead with Cheese Heads Cheddarella Cheddar-Style String Cheese in String And Stick Cheese.
Safeway stocks string and stick cheese thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is string and stick cheese: Safeway stocks only 5 there, so Frigo Cheese Heads Cheddarella Cheddar-Style String Cheese stands out rather than blending in.
Safeway merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin string and stick cheese shelf as a point of difference.
The full runway · across 13 stores
Every category Frigo 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 2 of 5 SKUs. Room to widen the line.
What to bring to expand
Frigo’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 →
