Barilla at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Barilla is a renowned Italian brand specializing in a wide range of pasta and sauces.
It’s already on the shelf here, with 16 SKUs across 11 categories. The growth is depth and breadth: 6 categories to widen and 5 new doors to enter.
Lead with Gluten Free Rotini in Rotini Pasta.
United Markets stocks rotini pasta thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is rotini pasta: United Markets stocks only 4 there, so Barilla Gluten Free Rotini stands out rather than blending in.
United Markets merchandises 19 of the 22 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin rotini pasta shelf as a point of difference.
The full runway
Every category Barilla 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 2 of 8 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
What to bring to expand
Barilla’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 →
