Ithaca Hummus at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Ithaca Hummus is a brand specializing in fresh, flavorful hummus made with minimal ingredients to maximize taste.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Lemon Dill in Hummus.
Driver's Market stocks hummus thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
The more differentiated opening is hummus: Driver's Market stocks only 6 there, so Ithaca Hummus Lemon Dill stands out rather than blending in.
Driver's Market merchandises 1 of the 1 category the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
enters a thin hummus shelf as a point of difference.
The full runway
Every category Ithaca Hummus 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 3 of 16 SKUs. Room to widen the line.
What to bring to expand
Ithaca Hummus’ 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 →
