Reading the shelf…
Fairfax Market is a independent grocer running 1 Bay Area store.
Sodus Packing Corporation isn’t on Fairfax Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Australian Ketchup For Grownups in Ketchup.
Fairfax Market stocks ketchup thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is ketchup: Fairfax Market stocks only 6 there, so Sodus Packing Corporation Australian Ketchup For Grownups stands out rather than blending in.
Fairfax Market merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin ketchup shelf as a point of difference.
Every category Sodus Packing Corporation 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.
Where it would price in ketchup. Each dot is a product on the shelf, by its cost per oz (hover for which).
Sodus Packing Corporation’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →