Once Upon A Farm at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Once Upon a Farm is a brand specializing in organic, non-GMO snacks and meals for babies, toddlers, and children.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 4 new doors to enter.
Lead with Mama Blueberry Organic Kids Snack Pouch in Baby Food Purees.
Driver's Market stocks baby food purees thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Driver's Market merchandises 6 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway
Every category Once Upon A Farm 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 13 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 baby food purees. Each dot is a product on the shelf, by its cost per oz (hover for which). Once Upon A Farm (orange) sits well above the shelf.
What to bring to expand
Once Upon A Farm’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 →
