Organic Valley® 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.
Organic Valley®: Organic Valley is the largest farmer-owned organic cooperative in North America, specializing in a wide range of organic food products.
Organic Valley® isn’t on Safeway’s shelf yet in any of its 13 stores. The opening: 8 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Organic Finely Shredded Mozzarella Cheese in Mozzarella.
Safeway stocks mozzarella thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
Safeway carries whole eggs in real depth, 36 SKUs against a fleet median of 14, 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 mozzarella: Safeway stocks only 5 there, so Organic Valley® Organic Finely Shredded Mozzarella Cheese stands out rather than blending in. Lead with the mozzarella, and position the whole eggs as a finishing or gift item.
Safeway merchandises 22 of the 35 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 60/100.
enters a thin mozzarella shelf as a point of difference.
The full runway · across 13 stores
Every category Organic Valley® 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in mozzarella. Each dot is a product on the shelf, by its cost per oz (hover for which). Organic Valley® (orange) sits well above the shelf.
What to bring to land
Organic Valley®’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 →
