Bobo's at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Bobo's is a snack brand specializing in wholesome oat-based products, including oat bars, bites, and PB&Js.
It’s already on the shelf here, with 8 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 5 new doors to enter.
Lead with Strawberry PB&Js in Breakfast Bars.
United Markets stocks breakfast bars thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
United Markets carries protein bars in real depth, 97 SKUs against a fleet median of 47, 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 breakfast bars: United Markets stocks only 8 there, so Bobo's Strawberry PB&Js stands out rather than blending in. Lead with the breakfast bars, and position the protein bars as a finishing or gift item.
United Markets merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
an established national brand with proven demand.
enters a thin breakfast bars shelf as a point of difference.
The full runway
Every category Bobo's 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 4 of 13 SKUs. Room to widen the line.
On shelf here, but only 1 of 12 SKUs. Room to widen the line.
How it prices
Where it would price in breakfast bars. Each dot is a product on the shelf, by its cost per oz (hover for which). Bobo's (orange) sits in line with the shelf.
What to bring to expand
Bobo'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 →
