Bionaturae at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Bionaturae is a family-owned brand that specializes in organic Italian foods, founded in 1995 and based in North Stonington, Connecticut.
It’s already on the shelf here, with 9 SKUs across 7 categories. The growth is depth and breadth: 5 categories to widen and 11 new doors to enter.
Lead with Organic Gluten Free Linguine in Linguine Pasta.
United Markets stocks linguine pasta 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 fruit juice & blends in real depth, 124 SKUs against a fleet median of 39, 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 linguine pasta: United Markets stocks only 12 there, so Bionaturae Organic Gluten Free Linguine stands out rather than blending in. Lead with the linguine pasta, and position the fruit juice & blends as a finishing or gift item.
United Markets merchandises 18 of the 19 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin linguine pasta shelf as a point of difference.
The full runway
Every category Bionaturae 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 4 SKUs. Room to widen the line.
How it prices
Where it would price in linguine pasta. Each dot is a product on the shelf, by its cost per oz (hover for which). Bionaturae (orange) sits above the shelf.
What to bring to expand
Bionaturae’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 →
