Tostitos 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.
Tostitos is a well-known American brand that specializes in tortilla chips and dips, such as salsa and queso.
It’s already on the shelf here, with 14 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen, replicated across all 13 stores.
Lead with Chunky Salsa, Mild in Salsas.
Safeway stocks salsas thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is salsas: Safeway stocks only 7 there, so Tostitos Chunky Salsa, Mild stands out rather than blending in.
Safeway merchandises 2 of the 4 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin salsas shelf as a point of difference.
The full runway · across 13 stores
Every category Tostitos 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.
On shelf here, but only 10 of 22 SKUs. Room to widen the line.
How it prices
Where it would price in salsas. Each dot is a product on the shelf, by its cost per oz (hover for which). Tostitos (orange) sits well above the shelf.
What to bring to expand
Tostitos’ SKUs Safeway 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 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 →
