Tru Fru vs Diana’s · Bay Area shelf head-to-head
Tru Fru and Diana’s, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Tru Fru carries more Brand PowerTru Fru is in more Bay Area grocersTru Fru fields the deeper lineupTru Fru sits further up the premium end
Tru Fru
Diana’s
57
brand power
17
27
products
10
6
categories
3
16
grocers
6
$1.49
price per oz
$1.05
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Tru Fru▭ Diana’s
Distribution · 30% of score67·25
T
D
carried in 16 of 24 Bay Area grocers·carried in 6 of 24 Bay Area grocers
Depth · 25% of score89·57
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
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: Tru Fru · Diana’s
