on the border
On The Border runs 3 products across 2 categories, stocked in 3 of 24 Bay Area grocers. Its biggest footprint is chips, at <1% of the shelf. A niche presence · Brand Power 15/100.
Shelf presence
Brand Power (0-100) blends four shelf signals. Price position is shown below for context · a value↔premium read, not part of the score.
carried in 3 of 24 Bay Area grocers. how many stores stock the brand.
3 products in the catalog. how deep the product line is (saturating).
spans 2 categories. how many categories the brand plays in (saturating).
Where it owns shelf
each bar is the % of that category's SKUs that are On The Border (full bar = 100% of the shelf), grouped by department.
Top competitors
the brands crowding the same categories as On The Border · photographed shelf-mates first, then brands stocked beside it at the same grocers, then same-category rivals citywide.
Most similar brands
closest to On The Border in what it makes — matched on product name, category & description across the whole catalog, wherever they’re sold. Not who it competes with on the shelf.
The lineup
every On The Border product in stock, cheapest first.
Sold at
Where to find On The Border · Bay Area
22 storefronts across 3 grocers carry it · tap a pin to open the store.
Opportunities
New doors · no On The Border in our capture yet
Bay Area grocers where neither the digital catalog nor our shelf photos show On The Border· but the shelf it belongs on is already there, ranked by fit. Fit blends category coverage, rival presence, price-band match, and openness to independents at this scale; weigh the footprint chips and route notes against it · a 7-door chain and a single great shop are different prizes. Our capture is partial, so a widely-distributed brand may already be carried through channels we don’t index.
Lead with On The Border Case of Fiesta Size Cafe Style Tortilla Chips · its most-distributed SKU (1 door) in Tortilla Chips, the biggest opening. The closest open door is Berkeley Bowl · 5 rivals already on that shelf.
