Good Good at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
GOOD GOOD offers a range of fruit spreads and chocolate hazelnut spreads designed to provide classic flavors without the added sugar.
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.
Lead with Blueberry Jam, No Added Sugar in Jams And Jellies.
Fairfax Market stocks jams and jellies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
The more differentiated opening is jams and jellies: Fairfax Market stocks only 10 there, so Good Good Blueberry Jam, No Added Sugar stands out rather than blending in.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
keto, non-gmo, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin jams and jellies shelf as a point of difference.
The full runway
Every category Good Good 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 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 jams and jellies. Each dot is a product on the shelf, by its cost per oz (hover for which). Good Good (orange) sits in line with the shelf.
What to bring to expand
Good Good’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 →
