Pickled Planet at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Pickled Planet is a brand specializing in fermented foods and pickles, known for its raw, fermented pickles and sauerkraut.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen.
Lead with Sauerkraut, Raw, Great Plain in Sauerkraut.
Driver's Market stocks sauerkraut thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is sauerkraut: Driver's Market stocks only 11 there, so Pickled Planet Sauerkraut, Raw, Great Plain stands out rather than blending in.
Driver's Market merchandises 2 of the 2 categories the brand sells.
organic, vegan, vegetarian against the store's assortment lean.
brand excitement 70/100.
enters a thin sauerkraut shelf as a point of difference.
The full runway
Every category Pickled Planet 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 2 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in sauerkraut. Each dot is a product on the shelf, by its cost per oz (hover for which). Pickled Planet (orange) sits below the shelf.
What to bring to expand
Pickled Planet’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 →
