Hu at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Hu is a U.S.-based brand that specializes in organic, Fairtrade chocolate and snacks, founded in 2012 by siblings Jordan Brown and Jessica Karp.
It’s already on the shelf here, with 10 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with Organic Almond Butter + Puffed Quinoa Dark Chocolate Bar 2.1 oz in Chocolate Candies.
Fairfax Market stocks chocolate candies 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.
Fairfax Market merchandises 5 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway
Every category Hu 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 10 of 23 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 chocolate candies. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Hu (orange) sits well above the shelf.
What to bring to expand
Hu’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 →
