Udi's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 7 new doors to enter.
Lead with Gluten Free Frozen Millet Chia Bread in Other Breads.
Fairfax Market stocks other breads thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Fairfax Market carries frozen pizzas in real depth, 47 SKUs against a fleet median of 20.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is other breads: Fairfax Market stocks only 9 there, so Udi's Gluten Free Frozen Millet Chia Bread stands out rather than blending in. Lead with the other breads, and position the frozen pizzas as a finishing or gift item.
Fairfax Market merchandises 11 of the 12 categories the brand sells.
vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin other breads shelf as a point of difference.
The full runway
Every category Udi'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 1 of 3 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in other breads. Each dot is a product on the shelf, by its cost per oz (hover for which). Udi's (orange) sits well above the shelf.
What to bring to expand
Udi'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 →
