Violife at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Violife is a brand specializing in vegan cheese alternatives, offering a variety of dairy-free products that are designed to mimic the taste and texture of traditional cheeses.
It’s already on the shelf here, with 5 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with Just like Mature Cheddar Slices, Dairy-Free Vegan in Cheese Alternatives.
Driver's Market stocks cheese alternatives thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 13 other Bay Area grocers.
Driver's Market merchandises 5 of the 5 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 80/100.
maps onto categories the store already runs.
The full runway
Every category Violife 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 5 of 12 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 cheese alternatives. Each dot is a product on the shelf, by its cost per oz (hover for which). Violife (orange) sits above the shelf.
What to bring to expand
Violife’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 →
