Reading the shelf…
Ethel's Baking Co runs 10 products across 3 categories, stocked in 3 of 24 Bay Area grocers. Its biggest footprint is cookies, at <1% of the shelf. A niche presence · Brand Power 27/100.
Brand Power (0-100) blends four shelf signals. Price position is shown below for context · a value↔premium read, not part of the score.
carried in 3 of 24 Bay Area grocers. how many stores stock the brand.
10 products in the catalog. how deep the product line is (saturating).
spans 3 categories · 5 subcategories. how many categories the brand plays in (saturating).
each bar is the % of that category's SKUs that are Ethel's Baking Co (full bar = 100% of the shelf), grouped by department.
the brands crowding the same categories as Ethel's Baking Co · photographed shelf-mates first, then brands stocked beside it at the same grocers, then same-category rivals citywide.
closest to Ethel's Baking Co in what it makes — matched on product name, category & description across the whole catalog, wherever they’re sold. Not who it competes with on the shelf.
every Ethel's Baking Co product in stock, cheapest first.










8 storefronts across 3 grocers carry it · tap a pin to open the store.
Bay Area grocers where neither the digital catalog nor our shelf photos show Ethel's Baking Co· but the shelf it belongs on is already there, ranked by fit. Fit blends category coverage, rival presence, price-band match, and openness to independents at this scale; weigh the footprint chips and route notes against it · a 7-door chain and a single great shop are different prizes. Our capture is partial, so a widely-distributed brand may already be carried through channels we don’t index.
Lead with Ethels Baking Co Grandma's Molasses Spice Gluten Free Cookies 6 Piece · its most-distributed SKU (1 door) in Other Cookies, the biggest opening. The closest open door is LeBeau Nob Hill · 2 rivals already on that shelf.
~1% average share on the shelves it competes on. how dominant it is where it shows up.
priced above 29% of same-category rivals. where it sits on price vs category peers · context, not scored into Brand Power.
already on that shelf: sweet sydneys, sugar bowl bakery
absence = seen in neither the grocer's digital catalog nor our shelf photos (90 days); assortments move. fit reads the shelf, not the buying office — see route notes.
Bay Area stores already carrying Ethel's Baking Cothat meaningfully merchandise other categories it sells but isn't in here yet · ranked by open categories. A door already won, with room on adjacent shelves.
open here: Chocolate Chip Cookies, Oatmeal Raisin Cookies, Other Cookies
open here: Chocolate Chip Cookies, Oatmeal Raisin Cookies, Other Cookies
open here: Brownies
open = the store meaningfully carries that category (real depth, not a token SKU) and Ethel's Baking Co sells it elsewhere but has no SKU here.