Afia at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Afia isn’t on United Markets’ shelf yet. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Garlic & Herb Falafel in Other Frozen Meat Substitutes.
United Markets stocks other frozen meat substitutes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
United Markets carries other frozen entrees in real depth, 32 SKUs against a fleet median of 14, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is other frozen meat substitutes: United Markets stocks only 3 there, so Afia Garlic & Herb Falafel stands out rather than blending in. Lead with the other frozen meat substitutes, and position the other frozen entrees as a finishing or gift item.
United Markets merchandises 4 of the 4 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 75/100.
enters a thin other frozen meat substitutes shelf as a point of difference.
The full runway
Every category Afia plays in across the Bay Area grocers we track, and where it stands at United Markets. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Afia’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from United Markets’ current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. United Markets profile →
