Mike And Ike® 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.
It’s already on the shelf here, with 6 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Lead with Original Fruits Candy in Chewy Candy.
Safeway stocks chewy candy 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.
Safeway carries chewy candy in real depth, 33 SKUs against a fleet median of 8, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Safeway merchandises 2 of the 2 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 40/100.
the categories it plays in are already deep here.
The full runway · across 13 stores
Every category Mike And Ike® 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 3 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in chewy candy. Each dot is a product on the shelf, by its cost per oz (hover for which). Mike And Ike® (orange) sits above the shelf.
What to bring to expand
Mike And Ike®’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 →
