Lakanto at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Lakanto is a brand specializing in natural, zero-calorie sweeteners and sugar substitutes primarily made from monk fruit.
It’s already on the shelf here, with 5 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Classic Monk Fruit Sweetener with Erythritol, White Sugar in Sugar Substitutes.
Driver's Market stocks sugar substitutes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is sugar substitutes: Driver's Market stocks only 12 there, so Lakanto Classic Monk Fruit Sweetener with Erythritol, White Sugar stands out rather than blending in.
Driver's Market merchandises 6 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
an established national brand with proven demand.
enters a thin sugar substitutes shelf as a point of difference.
The full runway
Every category Lakanto 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 11 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in sugar substitutes. Each dot is a product on the shelf, by its cost per oz (hover for which). Lakanto (orange) sits above the shelf.
What to bring to expand
Lakanto’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 →
