Lily's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
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 5 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Assorted Flavored No Sugar Added, Gummy Bears Bag, 1.8 oz in Gummy Candies.
Fairfax Market stocks gummy candies 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.
Fairfax Market merchandises 6 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
an established national brand with proven demand.
maps onto categories the store already runs.
The full runway
Every category Lily's 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 4 of 19 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in gummy candies. Each dot is a product on the shelf, by its cost per oz (hover for which). Lily's (orange) sits well above the shelf.
What to bring to expand
Lily'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 →
