Martinelli's at Community Market CA
Community Market CA is a independent grocer running 1 Bay Area store.
Martinelli's, the brand name of S. Martinelli & Company, is renowned for its premium apple juices and sparkling ciders.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Sparkling Cider in Sparkling Juice.
Community Market CA stocks sparkling juice thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
The more differentiated opening is sparkling juice: Community Market CA stocks only 4 there, so Martinelli's Sparkling Cider stands out rather than blending in.
Community Market CA merchandises 3 of the 5 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 40/100.
enters a thin sparkling juice shelf as a point of difference.
The full runway
Every category Martinelli's plays in across the Bay Area grocers we track, and where it stands at Community Market CA. 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 16 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Martinelli's’ SKUs Community Market CA 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 Community Market CA’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. Community Market CA profile →
