Tender & True vs Birdie & Louie · Bay Area shelf head-to-head
Tender & True and Birdie & Louie, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Birdie & Louie carries more Brand PowerBirdie & Louie is in more Bay Area grocersBirdie & Louie fields the deeper lineup
Tender & True
Birdie & Louie
0
brand power
40
3
products
18
2
categories
2
2
subcategories
4
1
grocers
12
$17.86
avg price
$7.07
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Tender & True▭ Birdie & Louie
Distribution · 30% of score4·50
T
carried in 1 of 24 Bay Area grocers·carried in 12 of 24 Bay Area grocers
Depth · 25% of score22
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Tender & True
no top category Birdie & Louie doesn’t also play in.
only Birdie & Louie
no top category Tender & True doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Tender & True · 0
no exclusive doors — everywhere Tender & True is, Birdie & Louie is too.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Tender & True · Birdie & Louie