Reading the shelf…
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.
Iris + Arlo offers a range of feminine hygiene products crafted from 100% organic cotton, focusing on comfort and sustainability.
Iris isn’t on Safeway’s shelf yet in any of its 13 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Mount Fuji Sparkling Water in Sparkling Water.
Safeway stocks sparkling water 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.
Safeway merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 60/100.
maps onto categories the store already runs.
Every category Iris 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.
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 sparkling water. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
Iris’ SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →