Bianco Dinapoli at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Bianco DiNapoli is an American brand that specializes in organic canned tomato products, founded in 2010 through a collaboration between tomato processor Rob DiNapoli and chef Chris Bianco.
It’s already on the shelf here, with 5 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Whole Organic Tomatoes in Canned Whole Tomatoes.
Driver's Market stocks canned whole tomatoes 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 canned whole tomatoes: Driver's Market stocks only 6 there, so Bianco DiNapoli Whole Organic Tomatoes stands out rather than blending in.
Driver's Market merchandises 6 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin canned whole tomatoes shelf as a point of difference.
The full runway
Every category Bianco Dinapoli 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 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in canned whole tomatoes. Each dot is a product on the shelf, by its cost per oz (hover for which). Bianco Dinapoli (orange) sits well above the shelf.
What to bring to expand
Bianco Dinapoli’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 →
