S&w at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
S&W is a brand specializing in canned goods, particularly canned beans and tomatoes.
It’s already on the shelf here, with 15 SKUs across 7 categories. The growth is depth and breadth: 6 categories to widen and 3 new doors to enter.
Lead with Low Sodium White Beans Navy Beans in Canned White Beans.
Fairfax Market stocks canned white beans thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is canned white beans: Fairfax Market stocks only 3 there, so S&W Low Sodium White Beans Navy Beans stands out rather than blending in.
Fairfax Market merchandises 10 of the 10 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin canned white beans shelf as a point of difference.
The full runway
Every category S&w 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 5 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
What to bring to expand
S&w’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 →
