Wish-bone vs Kraft · Bay Area shelf head-to-head
Wish-bone and Kraft, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Kraft carries more Brand PowerKraft is in more Bay Area grocersKraft fields the deeper lineup
Wish-bone
Kraft
29
brand power
60
13
products
65
2
categories
9
6
subcategories
23
6
grocers
13
42.8¢
price per fl oz
44.2¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Wish-bone▭ Kraft
Distribution · 30% of score25·54
W
carried in 6 of 24 Bay Area grocers·carried in 13 of 24 Bay Area grocers
Depth · 25% of score66·
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
Condiments1 vs 8 SKUs
only Wish-bone
no top category Kraft doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Wish-bone · 0
no exclusive doors — everywhere Wish-bone is, Kraft 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: Wish-bone · Kraft
