Amy's Kitchen at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Amy's Kitchen is a family-owned American company that specializes in organic and non-GMO convenience and frozen foods.
It’s already on the shelf here, with 31 SKUs across 9 categories. The growth is depth and breadth: 8 categories to widen and 3 new doors to enter.
Lead with Organic Gluten and Dairy Free Sonoma Veggie Burger in Frozen Vegetarian Burgers.
Driver's Market stocks frozen vegetarian burgers 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.
The more differentiated opening is frozen vegetarian burgers: Driver's Market stocks only 2 there, so Amy's Kitchen Organic Gluten and Dairy Free Sonoma Veggie Burger stands out rather than blending in.
Driver's Market merchandises 15 of the 22 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin frozen vegetarian burgers shelf as a point of difference.
The full runway
Every category Amy's Kitchen 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 16 of 35 SKUs. Room to widen the line.
On shelf here, but only 3 of 21 SKUs. Room to widen the line.
What to bring to expand
Amy's Kitchen’s SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 31
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 →
