Fage at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
FAGE is an international dairy company known for its authentic Greek strained yogurt, which is made using fresh milk and live active cultures.
Fage isn’t on Driver's Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Whole Milk 5% Milkfat Strained Greek Yogurt in Greek & Icelandic Yogurt.
Driver's Market stocks greek & icelandic yogurt thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 18 other Bay Area grocers.
The more differentiated opening is greek & icelandic yogurt: Driver's Market stocks only 7 there, so FAGE Whole Milk 5% Milkfat Strained Greek Yogurt stands out rather than blending in.
Driver's Market merchandises 2 of the 2 categories the brand sells.
keto, non-gmo against the store's assortment lean.
brand excitement 50/100.
enters a thin greek & icelandic yogurt shelf as a point of difference.
The full runway
Every category Fage 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in greek & icelandic yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Fage (orange) sits well above the shelf.
What to bring to land
Fage’s SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
