Morton at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Morton is a well-known brand specializing in salt products. Their offerings include a variety of salts for culinary use, such as kosher and sea salt, as well as water softener salts that…
It’s already on the shelf here, with 8 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Flakes Kosher Salt in Salts.
Fairfax Market stocks salts 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 merchandises 3 of the 3 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 25/100.
maps onto categories the store already runs.
The full runway
Every category Morton 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 8 of 17 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 salts. Each dot is a product on the shelf, by its cost per oz (hover for which). Morton (orange) sits below the shelf.
What to bring to expand
Morton’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 →
