Rxbar 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.
RXBAR is a brand specializing in protein snacks made with simple, whole-food ingredients.
Rxbar isn’t on Safeway’s shelf yet in any of its 13 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Blueberry Protein Bars, Protein Snack in Protein Bars.
Safeway stocks protein bars thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 14 other Bay Area grocers.
The more differentiated opening is protein bars: Safeway stocks only 9 there, so RXBAR Blueberry Protein Bars, Protein Snack stands out rather than blending in.
Safeway merchandises 2 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 70/100.
enters a thin protein bars shelf as a point of difference.
The full runway · across 13 stores
Every category Rxbar 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.
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 protein bars. Each dot is a product on the shelf, by its cost per oz (hover for which). Rxbar (orange) sits well above the shelf.
What to bring to land
Rxbar’s SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
