I Can't Believe It's Not Butter vs Melt Organic · Bay Area shelf head-to-head
I Can't Believe It's Not Butter and Melt Organic, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
carried in 7 of 24 Bay Area grocers·carried in 10 of 24 Bay Area grocers
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only I Can't Believe It's Not Butter
only Melt Organic
no top category I Can't Believe It's Not Butter doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
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: I Can't Believe It's Not Butter · Melt Organic
