Milton's at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Milton's is a food brand known for its 'better-for-you' products, including cauliflower crust pizzas and a variety of crackers.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Gluten Free Crackers, Crispy Sea Salt in Crackers.
Driver's Market stocks crackers thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
Driver's Market merchandises 3 of the 3 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 55/100.
maps onto categories the store already runs.
The full runway
Every category Milton'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 4 of 19 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 crackers. Each dot is a product on the shelf, by its cost per oz (hover for which). Milton's (orange) sits in line with the shelf.
What to bring to expand
Milton'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 →
