Imagine at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Imagine Foods is a brand that specializes in organic and non-GMO soups, broths, and gravies, founded in 1982 and headquartered in New Hyde Park, New York.
It’s already on the shelf here, with 8 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen.
Lead with No-Chicken Broth, Organic, Vegetarian in Vegetable Broth.
Fairfax Market stocks vegetable broth thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is vegetable broth: Fairfax Market stocks only 7 there, so Imagine No-Chicken Broth, Organic, Vegetarian stands out rather than blending in.
Fairfax Market merchandises 5 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin vegetable broth shelf as a point of difference.
The full runway
Every category Imagine 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 3 of 9 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in vegetable broth. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Imagine (orange) sits in line with the shelf.
What to bring to expand
Imagine’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 →
