Nature's Path at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Nature's Path is a Canadian, family-owned company that specializes in organic breakfast and snack foods.
It’s already on the shelf here, with 19 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 4 new doors to enter.
Lead with Frosted Mmmaple Brown Sugar Toaster Pastries in Packaged Toaster Pastries.
Fairfax Market stocks packaged toaster pastries 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 packaged toaster pastries: Fairfax Market stocks only 7 there, so Nature's Path Frosted Mmmaple Brown Sugar Toaster Pastries stands out rather than blending in.
Fairfax Market merchandises 9 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin packaged toaster pastries shelf as a point of difference.
The full runway
Every category Nature's Path 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 15 SKUs. Room to widen the line.
On shelf here, but only 6 of 37 SKUs. Room to widen the line.
What to bring to expand
Nature's Path’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 →
