Welch's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Welch's is a well-established brand known for its fruit-based products, including fruit snacks, juices, jellies, and jams.
It’s already on the shelf here, with 5 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 2 new doors to enter.
Lead with Concord Grape Jelly in Jams And Jellies.
Fairfax Market stocks jams and jellies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Fairfax Market carries fruit juice & blends in real depth, 85 SKUs against a fleet median of 39, 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 jams and jellies: Fairfax Market stocks only 10 there, so Welch's Concord Grape Jelly stands out rather than blending in. Lead with the jams and jellies, and position the fruit juice & blends as a finishing or gift item.
Fairfax Market merchandises 5 of the 5 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 35/100.
enters a thin jams and jellies shelf as a point of difference.
The full runway
Every category Welch'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 3 of 15 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in jams and jellies. Each dot is a product on the shelf, by its cost per oz (hover for which). Welch's (orange) sits below the shelf.
What to bring to expand
Welch'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 →
