Guittard at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Guittard Chocolate Company, established in 1868, is the oldest continuously family-owned chocolate maker in the U.S., known for its premium couverture chocolate crafted using traditional…
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 5 new doors to enter.
Lead with Extra Dark Dark Chocolate Chips in Chocolate Chips.
Fairfax Market stocks chocolate chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 15 other Bay Area grocers.
The more differentiated opening is chocolate chips: Fairfax Market stocks only 14 there, so GUITTARD Extra Dark Dark Chocolate Chips stands out rather than blending in.
Fairfax Market merchandises 6 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 45/100.
enters a thin chocolate chips shelf as a point of difference.
The full runway
Every category Guittard 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 15 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 chocolate chips. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Guittard (orange) sits well above the shelf.
What to bring to expand
Guittard’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 →
