Aedan Fermented Foods at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Aedan Fermented Foods isn’t on Driver's Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with White Miso Traditional Umami Paste in Miso Paste.
Driver's Market stocks miso paste 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.
The more differentiated opening is miso paste: Driver's Market stocks only 9 there, so Aedan Fermented Foods White Miso Traditional Umami Paste stands out rather than blending in.
Driver's Market merchandises 2 of the 2 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 70/100.
enters a thin miso paste shelf as a point of difference.
The full runway
Every category Aedan Fermented Foods plays in across the Bay Area grocers we track, and where it stands at Driver's 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.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in miso paste. Each dot is a product on the shelf, by its cost per oz (hover for which). Aedan Fermented Foods (orange) sits well above the shelf.
What to bring to land
Aedan Fermented Foods’ SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Driver's 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. Driver's Market profile →
