La Tourangelle at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
La Tourangelle is a French-American family-owned brand specializing in high-quality culinary oils.
It’s already on the shelf here, with 8 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen and 4 new doors to enter.
Lead with Peanut Oil, Roasted in Nut Oil.
Driver's Market stocks nut oil 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 nut oil: Driver's Market stocks only 4 there, so La Tourangelle Peanut Oil, Roasted stands out rather than blending in.
Driver's Market merchandises 10 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin nut oil shelf as a point of difference.
The full runway
Every category La Tourangelle 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 7 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
What to bring to expand
La Tourangelle’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 →
