Wiley Wallaby 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.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 13 stores.
Lead with Black Licorice Beans in Licorice Candy.
Safeway stocks licorice candy thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Safeway carries sour candy in real depth, 21 SKUs against a fleet median of 10, 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 licorice candy: Safeway stocks only 9 there, so Wiley Wallaby Black Licorice Beans stands out rather than blending in. Lead with the licorice candy, and position the sour candy as a finishing or gift item.
Safeway merchandises 2 of the 2 categories the brand sells.
vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin licorice candy shelf as a point of difference.
The full runway · across 13 stores
Every category Wiley Wallaby 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 1 of 9 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Wiley Wallaby’s 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 →
