Heinz at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Heinz is a renowned brand known for its wide range of condiments, including ketchup, mustard, and sauces, as well as canned beans.
It’s already on the shelf here, with 11 SKUs across 7 categories. The growth is depth and breadth: 6 categories to widen and 2 new doors to enter.
Lead with HomeStyle Chicken Gravy in Gravies.
Fairfax Market stocks gravies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is gravies: Fairfax Market stocks only 1 there, so Heinz HomeStyle Chicken Gravy stands out rather than blending in.
Fairfax Market merchandises 12 of the 13 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin gravies shelf as a point of difference.
The full runway
Every category Heinz 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 4 of 19 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Heinz’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 →
