Overjoyed 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.
Overjoyed is a grocery brand specializing in indulgent desserts and treats, designed to elevate everyday occasions.
It’s already on the shelf here, with 21 SKUs across 13 categories. The growth is depth and breadth: 1 category to widen and 4 new doors to enter, replicated across all 13 stores.
Lead with Mini Unicorn Cupcakes in Cupcakes.
Safeway stocks cupcakes 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.
Safeway merchandises 18 of the 23 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 40/100.
maps onto categories the store already runs.
The full runway · across 13 stores
Every category Overjoyed 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.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Overjoyed’s SKUs Safeway 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 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 →
