Izze at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Izze is an American brand known for its sparkling juice beverages, founded in 2002 in Boulder, Colorado.
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 Sparkling Juice Beverage Blend, Mango, No Sugar Added, 6 Cans in Sparkling Juice.
Fairfax Market stocks sparkling juice thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
Fairfax Market merchandises 1 of the 1 category the brand sells.
non-gmo against the store's assortment lean.
an established national brand with proven demand.
maps onto categories the store already runs.
The full runway
Every category Izze 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 sparkling juice. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Izze (orange) sits in line with the shelf.
What to bring to expand
Izze’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 →
