Ithaca Hummus at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Ithaca Hummus is a brand specializing in fresh, flavorful hummus made with minimal ingredients to maximize taste.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Classic in Hummus.
Fairfax Market stocks hummus thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
The more differentiated opening is hummus: Fairfax Market stocks only 13 there, so Ithaca Hummus Classic stands out rather than blending in.
Fairfax Market merchandises 1 of the 1 category the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
enters a thin hummus shelf as a point of difference.
The full runway
Every category Ithaca Hummus 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 2 of 16 SKUs. Room to widen the line.
How it prices
Where it would price in hummus. Each dot is a product on the shelf, by its cost per oz (hover for which). Ithaca Hummus (orange) sits in line with the shelf.
What to bring to expand
Ithaca Hummus’ 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 →
