Morton vs La Baleine · Bay Area shelf head-to-head
Morton and La Baleine, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Morton carries more Brand PowerMorton fields the deeper lineup
Morton
La Baleine
40
brand power
21
19
products
5
2
categories
1
3
subcategories
1
12
grocers
12
36.5¢
price per oz
27.3¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Morton▭ La Baleine
Distribution · 30% of score50·50
L
carried in 12 of 24 Bay Area grocers·carried in 12 of 24 Bay Area grocers
Depth · 25% of score79
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Morton
only La Baleine
no top category Morton doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Morton · 3
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: Morton · La Baleine