Koyo at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Organic Round Udon Noodles in Udon Noodles.
Fairfax Market stocks udon noodles 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 udon noodles: Fairfax Market stocks only 2 there, so KOYO Organic Round Udon Noodles stands out rather than blending in.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin udon noodles shelf as a point of difference.
The full runway
Every category Koyo 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 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Koyo’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 →
