Martinelli's 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.
Martinelli's, the brand name of S. Martinelli & Company, is renowned for its premium apple juices and sparkling ciders.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter, replicated across all 13 stores.
Lead with Sparkling Cider in Sparkling Juice.
Safeway stocks sparkling juice thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
The more differentiated opening is sparkling juice: Safeway stocks only 10 there, so Martinelli's Sparkling Cider stands out rather than blending in.
Safeway merchandises 4 of the 5 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 40/100.
enters a thin sparkling juice shelf as a point of difference.
The full runway · across 13 stores
Every category Martinelli's 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 16 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in sparkling juice. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Martinelli's (orange) sits well above the shelf.
What to bring to expand
Martinelli'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 →
