Bella Sun Luci at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Bella Sun Luci is a brand known for its Mediterranean-inspired grocery products, including sun-dried tomatoes and a variety of olive oil-based vinaigrettes.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Sun Dried Tomatoes In Olive Oil & Italian Herbs, 35 oz in Sun Dried Tomatoes.
United Markets stocks sun dried tomatoes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
United Markets carries vinaigrette dressing in real depth, 33 SKUs against a fleet median of 11, 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 sun dried tomatoes: United Markets stocks only 11 there, so Bella Sun Luci Sun Dried Tomatoes In Olive Oil & Italian Herbs, 35 oz stands out rather than blending in. Lead with the sun dried tomatoes, and position the vinaigrette dressing as a finishing or gift item.
United Markets merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin sun dried tomatoes shelf as a point of difference.
The full runway
Every category Bella Sun Luci 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 4 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
Bella Sun Luci’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 →
