Gt's Living Foods 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.
GT's Living Foods is a pioneer in the production of fermented foods and beverages, emphasizing plant-based ingredients, raw fermentation, and naturally occurring probiotics.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 13 stores.
Lead with Gingerade in Kombucha.
Safeway stocks kombucha thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
Safeway merchandises 3 of the 4 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 90/100.
maps onto categories the store already runs.
The full runway · across 13 stores
Every category Gt's Living Foods 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 4 of 16 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 kombucha. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Gt's Living Foods (orange) sits in line with the shelf.
What to bring to expand
Gt's Living Foods’ 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 →
