Tony's Chocolonely at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Tony's Chocolonely is a Dutch chocolate company founded in 2005, known for its commitment to creating a slave-free chocolate industry.
It’s already on the shelf here, with 7 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Milk Caramel Sea Salt in Chocolate Candies.
Fairfax Market stocks chocolate candies 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.
Fairfax Market merchandises 2 of the 3 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 85/100.
maps onto categories the store already runs.
The full runway
Every category Tony's Chocolonely 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 7 of 26 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 chocolate candies. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Tony's Chocolonely (orange) sits below the shelf.
What to bring to expand
Tony's Chocolonely’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 →
