Ripple at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Ripple is a brand specializing in plant-based milk alternatives, offering products that are dairy-free, vegan, and free from nuts, lactose, and gluten.
Ripple isn’t on Fairfax Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Original Plant-Based Half & Half in Half & Half.
Fairfax Market stocks half & half 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.
The more differentiated opening is half & half: Fairfax Market stocks only 6 there, so Ripple Original Plant-Based Half & Half stands out rather than blending in.
Fairfax Market merchandises 1 of the 2 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
an established national brand with proven demand.
enters a thin half & half shelf as a point of difference.
The full runway
Every category Ripple 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.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in half & half. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Ripple (orange) sits above the shelf.
What to bring to land
Ripple’s 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 →
