Kettle & Fire at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Kettle & Fire is a brand specializing in premium bone broths and cooking fats, known for using high-quality, organic ingredients.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Bone Broth, Beef in Bone Broth.
Fairfax Market stocks bone broth thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 14 other Bay Area grocers.
The more differentiated opening is bone broth: Fairfax Market stocks only 5 there, so Kettle & Fire Bone Broth, Beef stands out rather than blending in.
Fairfax Market merchandises 6 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
enters a thin bone broth shelf as a point of difference.
The full runway
Every category Kettle & Fire 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 1 of 20 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Kettle & Fire’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 →
