Morinaga Mori-nu 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.
Lead with Silken Extra Firm Tofu in Tofu And Bean Curd.
Fairfax Market stocks tofu and bean curd 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.
The more differentiated opening is tofu and bean curd: Fairfax Market stocks only 6 there, so Morinaga Mori-Nu Silken Extra Firm Tofu stands out rather than blending in.
Fairfax Market merchandises 1 of the 1 category the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin tofu and bean curd shelf as a point of difference.
The full runway
Every category Morinaga Mori-nu 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 6 SKUs. Room to widen the line.
How it prices
Where it would price in tofu and bean curd. Each dot is a product on the shelf, by its cost per oz (hover for which). Morinaga Mori-nu (orange) sits below the shelf.
What to bring to expand
Morinaga Mori-nu’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 →
