Bela at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Sardines, in Organic Lemon Flavored Extra Virgin Olive Oil, Lightly Smoked in Canned Sardines.
United Markets stocks canned sardines 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.
The more differentiated opening is canned sardines: United Markets stocks only 11 there, so BELA Sardines, in Organic Lemon Flavored Extra Virgin Olive Oil, Lightly Smoked stands out rather than blending in.
United Markets merchandises 3 of the 3 categories the brand sells.
wild-caught against the store's assortment lean.
brand excitement 50/100.
enters a thin canned sardines shelf as a point of difference.
The full runway
Every category Bela 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 3 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in canned sardines. Each dot is a product on the shelf, by its cost per oz (hover for which). Bela (orange) sits below the shelf.
What to bring to expand
Bela’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 →