Impossible vs Tofurky · Bay Area shelf head-to-head
Impossible and Tofurky, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Tofurky is in more Bay Area grocersImpossible fields the deeper lineupTofurky sits further up the premium end
Impossible
Tofurky
55
brand power
57
23
products
16
6
categories
4
10
subcategories
6
13
grocers
19
89.0¢
price per oz
87.7¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Impossible▭ Tofurky
Distribution · 30% of score54·79
carried in 13 of 24 Bay Area grocers·carried in 19 of 24 Bay Area grocers
Depth · 25% of score
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
Meat Alternatives10 vs 8 SKUs
7% of shelf
only Impossible
only Tofurky
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Impossible · 0
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: Impossible · Tofurky
