Edward & Sons at Community Market CA
Community Market CA is a independent grocer running 1 Bay Area store.
Edward & Sons is a family-owned, women-led company that specializes in natural and organic vegetarian foods.
It’s already on the shelf here, with 15 SKUs across 6 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Miso Cup Savory Soup With Seaweed in Instant Soup.
Community Market CA stocks instant soup thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is instant soup: Community Market CA stocks only 4 there, so Edward & Sons Miso Cup Savory Soup With Seaweed stands out rather than blending in.
Community Market CA merchandises 10 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin instant soup shelf as a point of difference.
The full runway
Every category Edward & Sons plays in across the Bay Area grocers we track, and where it stands at Community Market CA. 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 7 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in instant soup. Each dot is a product on the shelf, by its cost per oz (hover for which). Edward & Sons (orange) sits above the shelf.
What to bring to expand
Edward & Sons’ SKUs Community Market CA 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 Community Market CA’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. Community Market CA profile →
