Mulay's vs Aidells · Bay Area shelf head-to-head
Mulay's and Aidells, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Aidells carries more Brand PowerAidells is in more Bay Area grocersAidells fields the deeper lineupMulay's sits further up the premium end
Mulay's
Aidells
20
brand power
44
6
products
18
2
categories
2
4
subcategories
6
2
grocers
15
94.4¢
price per oz
33.8¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Mulay's▭ Aidells
Distribution · 30% of score8·63
M
A
carried in 2 of 24 Bay Area grocers·carried in 15 of 24 Bay Area grocers
Depth · 25% of score39·78
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Mulay's
only Aidells
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Mulay's · 0
no exclusive doors — everywhere Mulay's is, Aidells is too.
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: Mulay's · Aidells
