Kalona Supernatural at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Organic Buttermilk, Grass-fed Cows in Buttermilk.
Driver's Market stocks buttermilk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is buttermilk: Driver's Market stocks only 2 there, so Kalona SuperNatural Organic Buttermilk, Grass-fed Cows stands out rather than blending in.
Driver's Market merchandises 4 of the 6 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 65/100.
enters a thin buttermilk shelf as a point of difference.
The full runway
Every category Kalona Supernatural 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 1 of 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Kalona Supernatural’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 →
