Kettle Brand at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Kettle Brand is a renowned American snack food company that specializes in kettle-cooked potato chips, known for their bold flavors and crunchy texture.
It’s already on the shelf here, with 5 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Sea Salt Potato Chips in Potato Chips.
Driver's Market stocks potato chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 18 other Bay Area grocers.
Driver's Market merchandises 1 of the 2 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 50/100.
maps onto categories the store already runs.
The full runway
Every category Kettle Brand 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 5 of 51 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in potato chips. Each dot is a product on the shelf, by its cost per oz (hover for which). Kettle Brand (orange) sits in line with the shelf.
What to bring to expand
Kettle Brand’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 →
