R.w. Knudsen Family at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
R.W. Knudsen Family is a renowned American brand that specializes in natural and organic fruit and vegetable juices.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Organic Tomato Juice in Vegetable Juice.
Driver's Market stocks vegetable juice thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is vegetable juice: Driver's Market stocks only 6 there, so R.W. Knudsen Family Organic Tomato Juice stands out rather than blending in.
Driver's Market merchandises 5 of the 5 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 45/100.
enters a thin vegetable juice shelf as a point of difference.
The full runway
Every category R.w. Knudsen Family 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 29 SKUs. Room to widen the line.
On shelf here, but only 1 of 7 SKUs. Room to widen the line.
How it prices
Where it would price in vegetable juice. Each dot is a product on the shelf, by its cost per fl oz (hover for which). R.w. Knudsen Family (orange) sits below the shelf.
What to bring to expand
R.w. Knudsen Family’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 →
