Kite Hill at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Kite Hill is a U.S.-based company that specializes in plant-based dairy alternatives, offering a range of innovative products made primarily from almonds.
Kite Hill isn’t on Fairfax Market’s shelf yet. The opening: 7 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Dairy Free, Almond Milk Yogurt, Vanilla in Dairy-Free Yogurt.
Fairfax Market stocks dairy-free yogurt 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.
The more differentiated opening is dairy-free yogurt: Fairfax Market stocks only 4 there, so Kite Hill Dairy Free, Almond Milk Yogurt, Vanilla stands out rather than blending in.
Fairfax Market merchandises 8 of the 10 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 80/100.
enters a thin dairy-free yogurt shelf as a point of difference.
The full runway
Every category Kite Hill 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in dairy-free yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Kite Hill (orange) sits below the shelf.
What to bring to land
Kite Hill’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 →
