Tony's Chocolonely at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
Tony's Chocolonely is a Dutch chocolate company founded in 2005, known for its commitment to creating a slave-free chocolate industry.
Tony's Chocolonely isn’t on Safeway’s shelf yet in any of its 13 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Dark Chocolate in Chocolate Candies.
Safeway 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.
Safeway 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 · across 13 stores
Every category Tony's Chocolonely plays in across the Bay Area grocers we track, and where it stands at Safeway. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
The store barely carries this category, so it is a hard sell.
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 above the shelf.
What to bring to land
Tony's Chocolonely’s SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Safeway’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. Safeway profile →
