Mary's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Mary's Gone Crackers is a U.S.-based brand known for its organic, gluten-free, and plant-based snacks.
It’s already on the shelf here, with 8 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 2 new doors to enter.
Lead with Antibiotic Free Ground Chicken, 93/7 in Ground Chicken.
Fairfax Market stocks ground chicken 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.
The more differentiated opening is ground chicken: Fairfax Market stocks only 1 there, so Mary's Antibiotic Free Ground Chicken, 93/7 stands out rather than blending in.
Fairfax Market merchandises 9 of the 21 categories the brand sells.
non-gmo, organic, pasture-raised against the store's assortment lean.
brand excitement 45/100.
enters a thin ground chicken shelf as a point of difference.
The full runway
Every category Mary'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 2 of 4 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Mary'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 →
