Follow Your Heart at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Follow Your Heart is a pioneering brand in the plant-based food industry, known for its innovative vegan products.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Original Vegenaise in Mayonnaise.
Driver's Market stocks mayonnaise thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 14 other Bay Area grocers.
The more differentiated opening is mayonnaise: Driver's Market stocks only 14 there, so Follow Your Heart Original Vegenaise stands out rather than blending in.
Driver's Market merchandises 4 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 68/100.
enters a thin mayonnaise shelf as a point of difference.
The full runway
Every category Follow Your Heart 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 2 of 11 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 mayonnaise. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Follow Your Heart (orange) sits in line with the shelf.
What to bring to expand
Follow Your Heart’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 →
