Free AF's strengths, such as strong visual appeal, effective packaging, and convenient sizing, attract customers and drive steady interest. However, the brand faces challenges like limited options, negative taste perception, and unclear brand identity. To improve, category managers should prioritize taste enhancement through recipe adjustment and add more product and brand variety. Additionally, diversify placement beyond eye - level shelves to reduce visibility dependency. Conduct in - store demos to build brand awareness and gather long - term data for better decision - making, thus enhancing market differentiation and shelf performance.