Simple Mills at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Simple Mills is a Chicago-based food brand that specializes in creating better-for-you snacks and baking mixes using whole-food ingredients.
It’s already on the shelf here, with 8 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 9 new doors to enter.
Lead with Nut Butter Stuffed Sandwich Cookies, Cocoa Cashew Creme in Packaged Cookies.
Fairfax Market stocks packaged cookies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
Fairfax Market merchandises 14 of the 16 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway
Every category Simple Mills 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 5 of 20 SKUs. Room to widen the line.
On shelf here, but only 2 of 16 SKUs. Room to widen the line.
How it prices
Where it would price in packaged cookies. Each dot is a product on the shelf, by its cost per oz (hover for which). Simple Mills (orange) sits above the shelf.
What to bring to expand
Simple Mills’ 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 →
