Aleia's at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Aleia's Gluten Free Foods is a U.S.-based manufacturer specializing in hand-crafted, certified gluten-free products.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Italian Bread Crumbs, Gluten Free in Bread Crumbs.
Driver's Market stocks bread crumbs thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
The more differentiated opening is bread crumbs: Driver's Market stocks only 6 there, so Aleia's Italian Bread Crumbs, Gluten Free stands out rather than blending in.
Driver's Market merchandises 1 of the 2 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 50/100.
enters a thin bread crumbs shelf as a point of difference.
The full runway
Every category Aleia's 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.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in bread crumbs. Each dot is a product on the shelf, by its cost per oz (hover for which). Aleia's (orange) sits well above the shelf.
What to bring to expand
Aleia's’ SKUs Driver's 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 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 →