Belgioioso at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
BelGioioso is a family-owned cheese manufacturer known for its artisan Italian cheeses, founded in 1979 by Errico Auricchio.
It’s already on the shelf here, with 11 SKUs across 5 categories. The growth is depth and breadth: 5 categories to widen and 3 new doors to enter.
Lead with Cheese, Fontina in Fontina.
United Markets stocks fontina 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.
United Markets carries mozzarella in real depth, 30 SKUs against a fleet median of 10, 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 fontina: United Markets stocks only 1 there, so BelGioioso Cheese, Fontina stands out rather than blending in. Lead with the fontina, and position the mozzarella as a finishing or gift item.
United Markets merchandises 11 of the 13 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 45/100.
enters a thin fontina shelf as a point of difference.
The full runway
Every category Belgioioso 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 5 of 14 SKUs. Room to widen the line.
On shelf here, but only 3 of 15 SKUs. Room to widen the line.
What to bring to expand
Belgioioso’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 →
