Nature's Bakery at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
Nature's Bakery is a brand specializing in plant-based, dairy-free, and nut-free snack bars made with whole grains and real fruit.
It’s already on the shelf here, with 10 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen, replicated across all 13 stores.
Lead with Peach Apricot Fig Bar in Other Snack Bars.
Safeway stocks other snack 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.
The more differentiated opening is other snack bars: Safeway stocks only 2 there, so Nature's Bakery Peach Apricot Fig Bar stands out rather than blending in.
Safeway merchandises 5 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin other snack bars shelf as a point of difference.
The full runway · across 13 stores
Every category Nature's Bakery plays in across the Bay Area grocers we track, and where it stands at Safeway. 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 7 of 20 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Nature's Bakery’s SKUs Safeway 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 Safeway’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. Safeway profile →
