Mount Hagen at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
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 Organic Freeze-Dried Decaffeinated Fairtrade Instant Coffee in Instant Coffee.
Driver's Market stocks instant coffee thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
The more differentiated opening is instant coffee: Driver's Market stocks only 4 there, so Mount Hagen Organic Freeze-Dried Decaffeinated Fairtrade Instant Coffee stands out rather than blending in.
Driver's Market merchandises 1 of the 2 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 55/100.
enters a thin instant coffee shelf as a point of difference.
The full runway
Every category Mount Hagen 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 5 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Mount Hagen’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 →
