Impossible at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Impossible is a brand specializing in plant-based meat alternatives, offering products that mimic traditional meat in taste and texture.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 4 new doors to enter.
Lead with Burger Made From Plants in Vegetarian Beef Substitutes.
Fairfax Market stocks vegetarian beef substitutes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
The more differentiated opening is vegetarian beef substitutes: Fairfax Market stocks only 2 there, so Impossible Burger Made From Plants stands out rather than blending in.
Fairfax Market merchandises 7 of the 10 categories the brand sells.
no strong clean/diet signal either way.
an established national brand with proven demand.
enters a thin vegetarian beef substitutes shelf as a point of difference.
The full runway
Every category Impossible 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.
What to bring to expand
Impossible’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 →
