So Delicious at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
So Delicious is a brand specializing in dairy-free food and beverages, offering a wide range of products including frozen desserts, yogurt alternatives, creamers, and beverages.
It’s already on the shelf here, with 11 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Dairy Free Coconut Milk Unsweetened Vanilla in Coconut Milk.
Driver's Market stocks coconut milk 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 coconut milk: Driver's Market stocks only 6 there, so So Delicious Dairy Free Coconut Milk Unsweetened Vanilla stands out rather than blending in.
Driver's Market merchandises 4 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin coconut milk shelf as a point of difference.
The full runway
Every category So Delicious 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 4 of 7 SKUs. Room to widen the line.
On shelf here, but only 1 of 25 SKUs. Room to widen the line.
How it prices
Where it would price in coconut milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). So Delicious (orange) sits in line with the shelf.
What to bring to expand
So Delicious’ 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 →
