Mamma Emma at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Mamma Emma is a brand specializing in authentic Italian gnocchi and sauces, crafted to retain the traditional homemade shape and flavor.
It’s already on the shelf here, with 6 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Gnocchi Stuffed with Ricotta Cheese and Spinach in Gnocchi Pasta.
Fairfax Market stocks gnocchi pasta thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is gnocchi pasta: Fairfax Market stocks only 9 there, so Mamma Emma Gnocchi Stuffed with Ricotta Cheese and Spinach stands out rather than blending in.
Fairfax Market merchandises 2 of the 3 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin gnocchi pasta shelf as a point of difference.
The full runway
Every category Mamma Emma 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 6 of 12 SKUs. Room to widen the line.
How it prices
Where it would price in gnocchi pasta. Each dot is a product on the shelf, by its cost per oz (hover for which). Mamma Emma (orange) sits well above the shelf.
What to bring to expand
Mamma Emma’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 →
