Diana’s vs Tru Fru · Bay Area shelf head-to-head
Diana’s and Tru Fru, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Tru Fru carries more Brand PowerTru Fru is in more Bay Area grocersTru Fru fields the deeper lineupTru Fru sits further up the premium end
Diana’s
Tru Fru
17
brand power
57
10
products
27
3
categories
6
6
grocers
16
$1.05
price per oz
$1.49
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Diana’s▭ Tru Fru
Distribution · 30% of score25·67
D
T
carried in 6 of 24 Bay Area grocers·carried in 16 of 24 Bay Area grocers
Depth · 25% of score57·89
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Diana’s · 1
Head to head
each brand’s closest counterpart to the other’s, matched on what the product is (name, category, description) · not price.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Diana’s · Tru Fru
