Van De Kamp's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Crunchy Fish Fillets in Frozen Fish Sticks.
Fairfax Market stocks frozen fish sticks 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 frozen fish sticks: Fairfax Market stocks only 4 there, so Van de Kamp's Crunchy Fish Fillets 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 35/100.
enters a thin frozen fish sticks shelf as a point of difference.
The full runway
Every category Van De Kamp'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 2 of 4 SKUs. Room to widen the line.
What to bring to expand
Van De Kamp'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 →