Kodiak at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Kodiak is a brand specializing in protein-packed, whole-grain breakfast and snack products.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 4 new doors to enter.
Lead with Buttermilk & Honey Flapjack & Waffle Mix in Pancake & Waffle Mix.
Fairfax Market stocks pancake & waffle mix thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is pancake & waffle mix: Fairfax Market stocks only 14 there, so Kodiak Buttermilk & Honey Flapjack & Waffle Mix stands out rather than blending in.
Fairfax Market merchandises 9 of the 10 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 70/100.
enters a thin pancake & waffle mix shelf as a point of difference.
The full runway
Every category Kodiak 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 2 of 7 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in pancake & waffle mix. Each dot is a product on the shelf, by its cost per oz (hover for which). Kodiak (orange) sits above the shelf.
What to bring to expand
Kodiak’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 →
