Mutti at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Mutti is an Italian brand specializing in tomato-based products, known for its high-quality sauces and canned tomatoes.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with World Market Mutti Peeled Whole Tomatoes in Canned Whole Tomatoes.
Driver's Market stocks canned whole tomatoes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
The more differentiated opening is canned whole tomatoes: Driver's Market stocks only 6 there, so World Market Mutti Peeled Whole Tomatoes stands out rather than blending in.
Driver's Market merchandises 8 of the 9 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin canned whole tomatoes shelf as a point of difference.
The full runway
Every category Mutti 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 3 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in canned whole tomatoes. Each dot is a product on the shelf, by its cost per oz (hover for which). Mutti (orange) sits above the shelf.
What to bring to expand
Mutti’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 →
