Mezzetta 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.
Mezzetta is a family-owned American food company that specializes in glass-packed peppers, olives, and a variety of specialty foods.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 13 stores.
Lead with Mild Banana Pepper Rings in Canned Banana Peppers.
Safeway stocks canned banana peppers 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 canned banana peppers: Safeway stocks only 11 there, so Mezzetta Mild Banana Pepper Rings stands out rather than blending in.
Safeway merchandises 2 of the 18 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin canned banana peppers shelf as a point of difference.
The full runway · across 13 stores
Every category Mezzetta 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 4 of 5 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 canned banana peppers. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Mezzetta (orange) sits in line with the shelf.
What to bring to expand
Mezzetta’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 →
