Earth's Best at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Earth's Best is a leading brand in organic baby and toddler foods, offering a range of products including infant formulas, purees, snacks, and frozen meals.
It’s already on the shelf here, with 10 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with Infant Formula, Organic Gentle, Milk-Based Powder in Baby Formula.
Driver's Market stocks baby formula 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 baby formula: Driver's Market stocks only 2 there, so Earth's Best Infant Formula, Organic Gentle, Milk-Based Powder stands out rather than blending in.
Driver's Market merchandises 8 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
an established national brand with proven demand.
enters a thin baby formula shelf as a point of difference.
The full runway
Every category Earth's Best 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 9 of 18 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Earth's Best’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 →
