Lily's at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Lily's is a brand specializing in no-sugar-added sweets, offering a range of products including baking chocolate, chocolate style bars, peanut butter cups, and gummies.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with Semi-Sweet Chocolate Style No Sugar Added, Baking Chips Bag, 9 oz in Chocolate Chips.
Driver's Market stocks chocolate chips 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 chocolate chips: Driver's Market stocks only 10 there, so LILY'S Semi-Sweet Chocolate Style No Sugar Added, Baking Chips Bag, 9 oz stands out rather than blending in.
Driver's Market merchandises 6 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
an established national brand with proven demand.
enters a thin chocolate chips shelf as a point of difference.
The full runway
Every category Lily's 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 19 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in chocolate chips. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Lily's (orange) sits well above the shelf.
What to bring to expand
Lily'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 →
