Alexia at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Alexia is a food brand known for its high-quality frozen foods, particularly in the categories of vegetables and snacks.
It’s already on the shelf here, with 7 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 6 new doors to enter.
Lead with Onion Rings, with Panko Breading & Sea Salt, Crispy in Frozen Onion Rings.
United Markets stocks frozen onion rings thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
United Markets carries frozen vegetables in real depth, 22 SKUs against a fleet median of 8.5, 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 frozen onion rings: United Markets stocks only 1 there, so Alexia Onion Rings, with Panko Breading & Sea Salt, Crispy stands out rather than blending in. Lead with the frozen onion rings, and position the frozen vegetables as a finishing or gift item.
United Markets merchandises 9 of the 10 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin frozen onion rings shelf as a point of difference.
The full runway
Every category Alexia 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.
On shelf here, but only 4 of 11 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Alexia’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
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 →
