Natural Directions at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Natural Directions isn’t on Fairfax Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Organic White Cheddar Mac & Cheese in Boxed Pasta Meals & Sides.
Fairfax Market stocks boxed pasta meals & sides 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.
The more differentiated opening is boxed pasta meals & sides: Fairfax Market stocks only 14 there, so Natural Directions Organic White Cheddar Mac & Cheese stands out rather than blending in.
Fairfax Market merchandises 1 of the 1 category the brand sells.
organic against the store's assortment lean.
brand excitement 30/100.
enters a thin boxed pasta meals & sides shelf as a point of difference.
The full runway
Every category Natural Directions 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in boxed pasta meals & sides. Each dot is a product on the shelf, by its cost per oz (hover for which). Natural Directions (orange) sits in line with the shelf.
What to bring to land
Natural Directions’ SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →