Pamela's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Pamela's is a brand specializing in gluten-free baking mixes, flours, and snacks.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 5 new doors to enter.
Lead with Honey Grahams Crackers in Graham Crackers.
Fairfax Market stocks graham crackers 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 graham crackers: Fairfax Market stocks only 7 there, so Pamela's Honey Grahams Crackers stands out rather than blending in.
Fairfax Market merchandises 9 of the 11 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin graham crackers shelf as a point of difference.
The full runway
Every category Pamela's 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 2 of 7 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in graham crackers. Each dot is a product on the shelf, by its cost per oz (hover for which). Pamela's (orange) sits well above the shelf.
What to bring to expand
Pamela'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 →
