Jennifer's Homemade at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Jennifer's Homemade offers a range of artisanal breadsticks and flatbreads crafted with extra virgin olive oil and kosher salt, available in Original, Rosemary, and Salt & Pepper varieties.
Jennifer's Homemade isn’t on Fairfax Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with JENNIFERS HOMEMADE Original Breadsticks, VEGAN All Natural, Made with extra virgin olive oil, Crunchy and delicious snack, 5 OZs in Other Snacks.
Fairfax Market stocks other snacks thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is other snacks: Fairfax Market stocks only 12 there, so JENNIFERS HOMEMADE Original Breadsticks, VEGAN All Natural, Made with extra virgin olive oil, Crunchy and delicious snack, 5 OZs stands out rather than blending in.
Fairfax Market merchandises 1 of the 2 categories the brand sells.
vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin other snacks shelf as a point of difference.
The full runway
Every category Jennifer's Homemade 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in other snacks. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to land
Jennifer's Homemade’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →