Reading the shelf…
Pacific Market is a specialty independent running 2 Bay Area stores.
Fish Brothers isn’t on Pacific Market’s shelf yet in any of its 2 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Salmon Lox in Smoked Salmon.
Pacific Market stocks smoked salmon 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 smoked salmon: Pacific Market stocks only 7 there, so Fish Brothers Salmon Lox stands out rather than blending in.
Pacific Market merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin smoked salmon shelf as a point of difference.
Every category Fish Brothers plays in across the Bay Area grocers we track, and where it stands at Pacific Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Where it would price in smoked salmon. Each dot is a product on the shelf, by its cost per oz (hover for which).
Fish Brothers’ SKUs Pacific Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Pacific 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. Pacific Market profile →