Lily's Toaster Grills 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.
Lily's Toaster Grills: Lily's is a brand specializing in no-sugar-added sweets, offering a range of products including baking chocolate, chocolate style bars, peanut butter cups, and gummies.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen, replicated across all 13 stores.
Lead with American Grilled Cheese Sandwich, 3.66 oz, 12-count in Frozen Pockets And Sandwiches.
Safeway stocks frozen pockets and sandwiches 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.
Safeway carries frozen pockets and sandwiches in real depth, 13 SKUs against a fleet median of 5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Safeway merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 55/100.
the categories it plays in are already deep here.
The full runway · across 13 stores
Every category Lily's Toaster Grills 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 2 of 3 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Lily's Toaster Grills’ 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 →