More Labs at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Morning Recovery, Pre Alcohol Drink, Sugar Free Lemon in Energy Shots.
Fairfax Market stocks energy shots thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Fairfax Market carries energy drinks in real depth, 43 SKUs against a fleet median of 20, 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 energy shots: Fairfax Market stocks only 4 there, so More Labs Morning Recovery, Pre Alcohol Drink, Sugar Free Lemon stands out rather than blending in. Lead with the energy shots, and position the energy drinks as a finishing or gift item.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 80/100.
enters a thin energy shots shelf as a point of difference.
The full runway
Every category More Labs 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 1 of 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
More Labs’ 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 →