Reese's 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.
Reese's is a well-known brand primarily recognized for its candy products, especially its iconic peanut butter cups.
It’s already on the shelf here, with 30 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 2 new doors to enter, replicated across all 13 stores.
Lead with Big Cup Milk Chocolate Peanut Butter Cup, Candy Pack, 1.4 oz in Chocolate Candies.
Safeway stocks chocolate candies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
Safeway merchandises 6 of the 22 categories the brand sells.
non-gmo, vegetarian 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 Reese's 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 29 of 57 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in chocolate candies. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Reese's (orange) sits well above the shelf.
What to bring to expand
Reese's’ SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 30
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 →
