Kraft at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Kraft is a well-known brand specializing in cheese and prepared foods, offering a variety of products that cater to different meal occasions.
It’s already on the shelf here, with 14 SKUs across 9 categories. The growth is depth and breadth: 7 categories to widen and 7 new doors to enter.
Lead with Provolone Cheese Slices in Provolone.
Fairfax Market stocks provolone thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is provolone: Fairfax Market stocks only 5 there, so Kraft Provolone Cheese Slices stands out rather than blending in.
Fairfax Market merchandises 20 of the 23 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin provolone shelf as a point of difference.
The full runway
Every category Kraft 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 5 SKUs. Room to widen the line.
On shelf here, but only 2 of 17 SKUs. Room to widen the line.
What to bring to expand
Kraft’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 →
