Laura Chenel at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Laura Chenel is a pioneering American brand known for its artisan goat cheeses, founded in 1979 in Sonoma County, California. The brand is recognized for introducing goat cheese to the U.S.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Original Fresh Goat Cheese Chabis in Goat Cheese.
Driver's Market stocks goat cheese thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 13 other Bay Area grocers.
The more differentiated opening is goat cheese: Driver's Market stocks only 10 there, so Laura Chenel Original Fresh Goat Cheese Chabis stands out rather than blending in.
Driver's Market merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 65/100.
enters a thin goat cheese shelf as a point of difference.
The full runway
Every category Laura Chenel 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 14 SKUs. Room to widen the line.
How it prices
Where it would price in goat cheese. Each dot is a product on the shelf, by its cost per oz (hover for which). Laura Chenel (orange) sits in line with the shelf.
What to bring to expand
Laura Chenel’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 →
