Healthy Choice at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Healthy Choice is a brand specializing in frozen meals and treats designed to support a healthy lifestyle.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 5 new doors to enter.
Lead with Cafe Steamers Grilled Chicken Pesto With Vegetables, Frozen Meal in Other Frozen Entrees.
Fairfax Market stocks other frozen entrees thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Fairfax Market merchandises 7 of the 7 categories the brand sells.
organic against the store's assortment lean.
brand excitement 30/100.
maps onto categories the store already runs.
The full runway
Every category Healthy Choice 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 13 SKUs. Room to widen the line.
On shelf here, but only 1 of 11 SKUs. Room to widen the line.
How it prices
Where it would price in other frozen entrees. Each dot is a product on the shelf, by its cost per oz (hover for which). Healthy Choice (orange) sits in line with the shelf.
What to bring to expand
Healthy Choice’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 →
