Hershey's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Hershey's is a renowned brand specializing in candy and baking ingredients, particularly known for its chocolate products.
It’s already on the shelf here, with 23 SKUs across 6 categories. The growth is depth and breadth: 5 categories to widen and 1 new door to enter.
Lead with Natural Unsweetened Cocoa in Cocoa Powder.
Fairfax Market stocks cocoa powder thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is cocoa powder: Fairfax Market stocks only 4 there, so Hershey's Natural Unsweetened Cocoa stands out rather than blending in.
Fairfax Market merchandises 7 of the 8 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin cocoa powder shelf as a point of difference.
The full runway
Every category Hershey's 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 14 of 52 SKUs. Room to widen the line.
On shelf here, but only 3 of 9 SKUs. Room to widen the line.
What to bring to expand
Hershey'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 →
