Divina at Pacific Market
Pacific Market is a specialty independent running 2 Bay Area stores.
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 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 10 new doors to enter, replicated across all 2 stores.
Lead with Fig Spread in Fruit Spreads.
Pacific Market stocks fruit spreads thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is fruit spreads: Pacific Market stocks only 8 there, so Divina Fig Spread stands out rather than blending in.
Pacific Market merchandises 14 of the 25 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin fruit spreads shelf as a point of difference.
The full runway · across 2 stores
Every category Divina plays in across the Bay Area grocers we track, and where it stands at Pacific 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 6 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in fruit spreads. Each dot is a product on the shelf, by its cost per oz (hover for which). Divina (orange) sits in line with the shelf.
What to bring to expand
Divina’s SKUs Pacific 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 Pacific 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. Pacific Market profile →
