Forager Project at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Forager Project is a family-owned, organic, plant-based creamery based in San Francisco, California, specializing in dairy-free products made from organic cashews and coconuts.
It’s already on the shelf here, with 13 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 6 new doors to enter.
Lead with Organic Cashew & Coconut Milk Yogurt, Strawberry in Dairy-Free Yogurt.
Driver's Market stocks dairy-free yogurt thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
The more differentiated opening is dairy-free yogurt: Driver's Market stocks only 10 there, so Forager Project Organic Cashew & Coconut Milk Yogurt, Strawberry stands out rather than blending in.
Driver's Market merchandises 12 of the 14 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin dairy-free yogurt shelf as a point of difference.
The full runway
Every category Forager Project 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 4 of 14 SKUs. Room to widen the line.
On shelf here, but only 3 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in dairy-free yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Forager Project (orange) sits below the shelf.
What to bring to expand
Forager Project’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 →
