Keebler at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Keebler is a well-established American brand known for its wide range of cookies, pie crusts, and ice cream cones.
It’s already on the shelf here, with 5 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Ready Crust 10-Inch Graham Cracker Pie Crust, Premade Pie Crust For Baking And No-Bake, 9 oz in Pie Crusts.
Fairfax Market stocks pie crusts thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is pie crusts: Fairfax Market stocks only 1 there, so Keebler Ready Crust 10-Inch Graham Cracker Pie Crust, Premade Pie Crust For Baking And No-Bake, 9 oz stands out rather than blending in.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin pie crusts shelf as a point of difference.
The full runway
Every category Keebler 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 3 of 11 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
What to bring to expand
Keebler’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 →
