Sir Kensington's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Sir Kensington's is a condiment brand known for its high-quality, flavorful sauces and spreads.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Mayonnaise, Classic in Mayonnaise.
Fairfax Market stocks mayonnaise thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
The more differentiated opening is mayonnaise: Fairfax Market stocks only 14 there, so Sir Kensington's Mayonnaise, Classic stands out rather than blending in.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin mayonnaise shelf as a point of difference.
The full runway
Every category Sir Kensington's 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 2 of 11 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in mayonnaise. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Sir Kensington's (orange) sits well above the shelf.
What to bring to expand
Sir Kensington'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 →
