Hodo at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Hodo is a brand specializing in high-protein, organic tofu and plant-based products.
It’s already on the shelf here, with 6 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Miso Tofu, 35g Protein per Pkg, Organic in Tofu And Bean Curd.
Driver's Market stocks tofu and bean curd thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
The more differentiated opening is tofu and bean curd: Driver's Market stocks only 9 there, so Hodo Miso Tofu, 35g Protein per Pkg, Organic stands out rather than blending in.
Driver's Market merchandises 6 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
enters a thin tofu and bean curd shelf as a point of difference.
The full runway
Every category Hodo 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 13 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 tofu and bean curd. Each dot is a product on the shelf, by its cost per oz (hover for which). Hodo (orange) sits well above the shelf.
What to bring to expand
Hodo’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 →
