Ocean Spray at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Ocean Spray is a renowned brand specializing in cranberry-based products, including juices, dried fruits, and snacks.
It’s already on the shelf here, with 15 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 1 new door to enter.
Lead with Dried Cranberries in Dried Cranberries.
Fairfax Market stocks dried cranberries 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.
Fairfax Market carries fruit juice & blends in real depth, 85 SKUs against a fleet median of 39, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is dried cranberries: Fairfax Market stocks only 3 there, so Ocean Spray Dried Cranberries stands out rather than blending in. Lead with the dried cranberries, and position the fruit juice & blends as a finishing or gift item.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 30/100.
enters a thin dried cranberries shelf as a point of difference.
The full runway
Every category Ocean Spray 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 12 of 45 SKUs. Room to widen the line.
On shelf here, but only 2 of 8 SKUs. Room to widen the line.
What to bring to expand
Ocean Spray’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 →
