Bianco Dinapoli at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Bianco DiNapoli is an American brand that specializes in organic canned tomato products, founded in 2010 through a collaboration between tomato processor Rob DiNapoli and chef Chris Bianco.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Whole Organic Tomatoes in Canned Whole Tomatoes.
United Markets stocks canned whole 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 merchandises 6 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
maps onto categories the store already runs.
The full runway
Every category Bianco Dinapoli 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 1 of 3 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in canned whole tomatoes. Each dot is a product on the shelf, by its cost per oz (hover for which). Bianco Dinapoli (orange) sits in line with the shelf.
What to bring to expand
Bianco Dinapoli’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 →
