Gourmais, a premium gluten - free cracker brand, has several strengths. Its products are versatile, tasty, and complementary to other food items, which has led to a base of repeat customers. The great packaging and effective product demos also contribute positively. However, it faces challenges such as limited shelf appeal, high competition, and supply issues. To improve, category managers should focus on enhancing shelf visibility through better merchandising. They could work with the brand to expand the product variety and address supply problems. Additionally, leveraging the brand's unique selling points like gluten - free and plant - based features in marketing can help increase market presence and sales, especially during off - peak seasons.