Jovial at Community Market CA
Community Market CA is a independent grocer running 1 Bay Area store.
Jovial is a family-owned grocery brand specializing in organic and gluten-free products, with a focus on ancient grains like einkorn wheat.
It’s already on the shelf here, with 22 SKUs across 17 categories. The growth is depth and breadth: 5 categories to widen and 3 new doors to enter.
Lead with Organic Grain Free Cassava Fusilli in Fusilli Pasta.
Community Market CA stocks fusilli pasta thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is fusilli pasta: Community Market CA stocks only 5 there, so Jovial Organic Grain Free Cassava Fusilli stands out rather than blending in.
Community Market CA merchandises 25 of the 26 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin fusilli pasta shelf as a point of difference.
The full runway
Every category Jovial plays in across the Bay Area grocers we track, and where it stands at Community Market CA. 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 5 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in fusilli pasta. Each dot is a product on the shelf, by its cost per oz (hover for which). Jovial (orange) sits well above the shelf.
What to bring to expand
Jovial’s SKUs Community Market CA 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 Community Market CA’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. Community Market CA profile →
