Once Upon A Farm 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.
Once Upon a Farm is a brand specializing in organic, non-GMO snacks and meals for babies, toddlers, and children.
Once Upon A Farm isn’t on Safeway’s shelf yet in any of its 13 stores. the categories it plays in are thin here, so it is a harder sell.
Safeway merchandises 4 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway · across 13 stores
Every category Once Upon A Farm 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.
The store barely carries this category, so it is a hard sell.
The store barely carries this category, so it is a hard sell.
The store barely carries this category, so it is a hard sell.
What to bring to land
Once Upon A Farm’s SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
