Herdez 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.
Herdez is a leading brand known for its authentic Mexican salsas and sauces, celebrated for bringing the genuine flavors of Mexico to kitchens worldwide.
It’s already on the shelf here, with 3 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 Salsa Verde Mild, 7 OZ in Salsas.
Safeway stocks salsas thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
The more differentiated opening is salsas: Safeway stocks only 7 there, so HERDEZ Salsa Verde Mild, 7 OZ stands out rather than blending in.
Safeway merchandises 2 of the 5 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin salsas shelf as a point of difference.
The full runway · across 13 stores
Every category Herdez 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 3 of 13 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 salsas. Each dot is a product on the shelf, by its cost per oz (hover for which). Herdez (orange) sits in line with the shelf.
What to bring to expand
Herdez’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 →
