Leonard Novelty Bakery at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
It’s already on the shelf here, with 10 SKUs across 6 categories. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Lead with Cookie Assortment, Deluxe in Other Cookies.
Safeway stocks other cookies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is other cookies: Safeway stocks only 13 there, so Leonard Novelty Bakery Cookie Assortment, Deluxe stands out rather than blending in.
Safeway merchandises 6 of the 6 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin other cookies shelf as a point of difference.
The full runway · across 13 stores
Every category Leonard Novelty Bakery plays in across the Bay Area grocers we track, and where it stands at Safeway. 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 7 SKUs. Room to widen the line.
Fully stocked here (2/2 SKUs).
What to bring to expand
Leonard Novelty Bakery’s SKUs Safeway 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 Safeway’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. Safeway profile →
