Heinz 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.
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 1 SKU 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 Organic Tomato Ketchup in Ketchup.
Safeway stocks ketchup thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 14 other Bay Area grocers.
The more differentiated opening is ketchup: Safeway stocks only 1 there, so Heinz Organic Tomato Ketchup stands out rather than blending in.
Safeway merchandises 5 of the 13 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin ketchup shelf as a point of difference.
The full runway · across 13 stores
Every category Heinz 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 1 of 19 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Heinz’s 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 →
