Saffron Road at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Saffron Road is a brand specializing in globally inspired prepared meals and snacks, emphasizing clean-label ingredients and ethical sourcing.
It’s already on the shelf here, with 6 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 1 new door to enter.
Lead with Butter Chicken, High Protein, No Seed Oil, Frozen Indian Meal in Frozen Indian Meals.
Fairfax Market stocks frozen indian meals thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is frozen indian meals: Fairfax Market stocks only 9 there, so Saffron Road Butter Chicken, High Protein, No Seed Oil, Frozen Indian Meal stands out rather than blending in.
Fairfax Market merchandises 5 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
an established national brand with proven demand.
enters a thin frozen indian meals shelf as a point of difference.
The full runway
Every category Saffron Road 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.
On shelf here, but only 4 of 7 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in frozen indian meals. Each dot is a product on the shelf, by its cost per oz (hover for which). Saffron Road (orange) sits in line with the shelf.
What to bring to expand
Saffron Road’s SKUs Fairfax Market 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 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 →
