Izze at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
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 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Lead with Sparkling Juice Beverage Blend, Clementine, No Sugar Added, 6 Cans in Sparkling Juice.
Safeway 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 9 other Bay Area grocers.
The more differentiated opening is sparkling juice: Safeway stocks only 10 there, so IZZE Sparkling Juice Beverage Blend, Clementine, No Sugar Added, 6 Cans stands out rather than blending in.
Safeway merchandises 1 of the 1 category the brand sells.
non-gmo against the store's assortment lean.
an established national brand with proven demand.
enters a thin sparkling juice shelf as a point of difference.
The full runway · across 13 stores
Every category Izze plays in across the Bay Area grocers we track, and where it stands at Safeway. 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 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 well above the shelf.
What to bring to expand
Izze’s SKUs Safeway 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 Safeway’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. Safeway profile →
