Rip Van Wafels at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Rip Van Wafels is an American food brand known for its innovative take on traditional Dutch stroopwafels and other snack products.
Rip Van Wafels isn’t on Fairfax Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Wafels in Other Packaged Treats.
Fairfax Market stocks other packaged treats thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is other packaged treats: Fairfax Market stocks only 6 there, so Rip Van Wafels Wafels stands out rather than blending in.
Fairfax Market merchandises 2 of the 3 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 70/100.
enters a thin other packaged treats shelf as a point of difference.
The full runway
Every category Rip Van Wafels 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.
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.
What to bring to land
Rip Van Wafels’ SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
