Divina at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Divina is a gourmet brand that specializes in Mediterranean-inspired food products, particularly olives, antipasti, and spreads.
It’s already on the shelf here, with 10 SKUs across 8 categories. The growth is depth and breadth: 6 categories to widen and 10 new doors to enter.
Lead with Spread, Green Olive in Fresh Olive Bar.
Driver's Market stocks fresh olive bar 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 fresh olive bar: Driver's Market stocks only 1 there, so Divina Spread, Green Olive stands out rather than blending in.
Driver's Market merchandises 24 of the 25 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin fresh olive bar shelf as a point of difference.
The full runway
Every category Divina 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 3 of 22 SKUs. Room to widen the line.
On shelf here, but only 1 of 16 SKUs. Room to widen the line.
What to bring to expand
Divina’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 →
