Al's Real Goods at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
AL's Real Goods is a cookie brand founded by Michelin-starred chef Aaron London, who shifted from fine dining to baking cookies with his daughters.
Al's Real Goods isn’t on United Markets’ shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Choco Chip Chewy Cookies in Chocolate Chip Cookies.
United Markets stocks chocolate chip cookies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
United Markets carries packaged cookies in real depth, 189 SKUs against a fleet median of 67, 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 chocolate chip cookies: United Markets stocks only 8 there, so Al's Real Goods Choco Chip Chewy Cookies stands out rather than blending in. Lead with the chocolate chip cookies, and position the packaged cookies as a finishing or gift item.
United Markets merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 60/100.
enters a thin chocolate chip cookies shelf as a point of difference.
The full runway
Every category Al's Real Goods 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
Al's Real Goods’ 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 →
