Miss Jones Baking Co. at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Miss Jones Baking Co. specializes in organic baking mixes and frostings, offering products made with simple, real ingredients for a homemade taste.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 3 new doors to enter.
Lead with Cookie Dough, Gluten-Free, Ready-to-Bake, Monster in Cookie Doughs.
Fairfax Market stocks cookie doughs thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Fairfax Market carries cake mixes in real depth, 14 SKUs against a fleet median of 7, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is cookie doughs: Fairfax Market stocks only 3 there, so Miss Jones Baking Co. Cookie Dough, Gluten-Free, Ready-to-Bake, Monster stands out rather than blending in. Lead with the cookie doughs, and position the cake mixes as a finishing or gift item.
Fairfax Market merchandises 8 of the 9 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin cookie doughs shelf as a point of difference.
The full runway
Every category Miss Jones Baking Co. 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 1 of 7 SKUs. Room to widen the line.
What to bring to expand
Miss Jones Baking Co.’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 →
