Newman's Own at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Newman's Own is an American food company founded in 1982 by actor Paul Newman and author A.E. Hotchner, known for its diverse range of food and beverage products.
It’s already on the shelf here, with 30 SKUs across 14 categories. The growth is depth and breadth: 9 categories to widen and 6 new doors to enter.
Lead with Classic Oil & Vinegar Dressing in Vinaigrette Dressing.
Fairfax Market stocks vinaigrette dressing 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 vinaigrette dressing: Fairfax Market stocks only 8 there, so Newman's Own Classic Oil & Vinegar Dressing stands out rather than blending in.
Fairfax Market merchandises 21 of the 21 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 58/100.
enters a thin vinaigrette dressing shelf as a point of difference.
The full runway
Every category Newman's Own 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 4 of 15 SKUs. Room to widen the line.
On shelf here, but only 4 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in vinaigrette dressing. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Newman's Own (orange) sits in line with the shelf.
What to bring to expand
Newman's Own’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 30
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 →
