Nature Valley at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Nature Valley is a well-known brand specializing in granola bars and snacks, established in 1973.
It’s already on the shelf here, with 8 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 5 new doors to enter.
Lead with Cashew Sweet and Salty Nut Granola Bars in Granola Bars.
Fairfax Market stocks granola bars thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Fairfax Market merchandises 6 of the 7 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
maps onto categories the store already runs.
The full runway
Every category Nature Valley 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 granola bars. Each dot is a product on the shelf, by its cost per oz (hover for which). Nature Valley (orange) sits below the shelf.
What to bring to expand
Nature Valley’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 →
