firehook
Firehook is an artisan bakery based in Chantilly, Virginia, known for its premium crackers made with clean and simple ingredients. Founded in 1992, the brand focuses on quality by baking in small batches and using organic ingredients without added seed oils or sugar.
Shelf presence
Brand Power (0–100) blends four shelf signals. Premium is shown for context — it's a price-position read, not part of the score.
carried in 4 of 3 San Francisco grocers. how many stores stock the brand.
8 products in the catalog. how deep the product line is (saturating).
spans 1 aisle. how many aisles the brand plays in (saturating).
~9% average share on the shelves it competes on. how dominant it is where it shows up.
priced above 51% of same-category rivals. where it sits on price vs category peers — context, not scored into Brand Power.
Where it owns shelf
each bar is the % of that aisle's SKUs that are Firehook (full bar = 100% of the shelf), grouped by department.
The lineup
every Firehook product in stock, cheapest first.
