I Can't Believe It's Not Butter at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with NutriRich Original Spread in Non-Butter Oil Spreads.
Fairfax Market stocks non-butter oil spreads thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is non-butter oil spreads: Fairfax Market stocks only 6 there, so I Can't Believe It's Not Butter NutriRich Original Spread stands out rather than blending in.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin non-butter oil spreads shelf as a point of difference.
The full runway
Every category I Can't Believe It's Not Butter 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 1 of 3 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 non-butter oil spreads. Each dot is a product on the shelf, by its cost per oz (hover for which). I Can't Believe It's Not Butter (orange) sits below the shelf.
What to bring to expand
I Can't Believe It's Not Butter’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 →
