Pepperidge 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.
Pepperidge Farm is a well-known brand specializing in cookies and crackers. It offers a variety of baked snacks, including the popular Goldfish crackers and Milano cookies.
It’s already on the shelf here, with 6 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 3 new doors to enter, replicated across all 13 stores.
Lead with Frozen Cherry Turnovers Pastries in Frozen Dessert Pastries.
Safeway stocks frozen dessert pastries 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 frozen dessert pastries: Safeway stocks only 4 there, so Pepperidge Farm Frozen Cherry Turnovers Pastries stands out rather than blending in.
Safeway merchandises 12 of the 15 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin frozen dessert pastries shelf as a point of difference.
The full runway · across 13 stores
Every category Pepperidge 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.
On shelf here, but only 2 of 39 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
What to bring to expand
Pepperidge Farm’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 →
