Better Than Bouillon at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Better Than Bouillon is a brand that specializes in concentrated food bases made from cooked meats and vegetables, aimed at enhancing the flavor of various dishes.
It’s already on the shelf here, with 5 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Roasted Chicken Base, Reduced Sodium in Boullions.
Driver's Market stocks boullions thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
The more differentiated opening is boullions: Driver's Market stocks only 7 there, so Better Than Bouillon Roasted Chicken Base, Reduced Sodium stands out rather than blending in.
Driver's Market merchandises 1 of the 1 category the brand sells.
organic, vegan, vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin boullions shelf as a point of difference.
The full runway
Every category Better Than Bouillon 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 5 of 21 SKUs. Room to widen the line.
What to bring to expand
Better Than Bouillon’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 →
