Reading the shelf…

Shelf playbook

Bob's Red Mill at United Markets

United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.

Bob's Red Mill is a renowned American brand known for its whole-grain foods, founded in 1978 by Bob and Charlee Moore.

It’s already on the shelf here, with 135 SKUs across 57 categories. The growth is depth and breadth: 20 categories to widen and 7 new doors to enter.

fit strength / 100

Category fit · 35%93

United Markets merchandises 66 of the 71 categories the brand sells.

Values match · 25%35

non-gmo, organic, vegan against the store's assortment lean.

Brand pull · 25%55

brand excitement 55/100.

White space · 15%30

the categories it plays in are already deep here.

The full runway

Every category Bob's Red Mill 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.

CerealDeepen

On shelf here, but only 12 of 17 SKUs. Room to widen the line.

United Markets depth 171 SKUs (fleet median 56)Bob's Red Mill here 12/17

up against: general mills 28, post 25, kellogg's froot loops 16, nature's path 16, envirokidz crispy rice fruity burst 7

Other FloursDeepen

On shelf here, but only 10 of 16 SKUs. Room to widen the line.

What to bring to expand

Bob's Red Mill’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Bob's Red Mill Oatmeal Cup, Brown Sugar & Maple, Gluten Free

$1.99$0.93/ozat 10 grocers

Bob's Red Mill White Corn Grits, Polenta

$4.29$0.18/ozat 10 grocers

Bob's Red Mill Chickpea Flour

$3.89$0.24/oz

Already on the shelf · showing 24 of 135

Bob's Red Mill Almond Flour

$25.59$0.80/oz

Bob's Red Mill Gluten Free 1-to-1 Baking Flour

$19.99$0.31/oz

Bob's Red Mill Paleo Muesli

$17.09$1.22/oz

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 →

United Markets depth 12 SKUs (fleet median 5.5)

Bob's Red Mill here 10/16

Rolled OatsDeepen

On shelf here, but only 9 of 17 SKUs. Room to widen the line.

United Markets depth 19 SKUs (fleet median 8)Bob's Red Mill here 9/17

up against: nature's path 2, quaker 2, better oats 1, mccann's 1, mom's best 1

GranolaDeepen

On shelf here, but only 8 of 9 SKUs. Room to widen the line.

United Markets depth 87 SKUs (fleet median 41)Bob's Red Mill here 8/9

up against: sunridge farms 8, kind 7, purely elizabeth 7, nutrail 6, from the fields’ 5

Quick OatsDeepen

On shelf here, but only 7 of 14 SKUs. Room to widen the line.

United Markets depth 35 SKUs (fleet median 16)Bob's Red Mill here 7/14

up against: quaker 10, full circle 5, purely elizabeth 4, nature's path 2, better oats 1

Steel Cut OatsDeepen

On shelf here, but only 7 of 9 SKUs. Room to widen the line.

United Markets depth 15 SKUs (fleet median 4)Bob's Red Mill here 7/9

up against: mccann's 3, better oats 2, flahavan's 1, nature's path 1

Flaxseed MealDeepen

On shelf here, but only 6 of 7 SKUs. Room to widen the line.

United Markets depth 6 SKUs (fleet median 3)Bob's Red Mill here 6/7

Pancake & Waffle MixDeepen

On shelf here, but only 4 of 7 SKUs. Room to widen the line.

United Markets depth 26 SKUs (fleet median 11)Bob's Red Mill here 4/7

up against: krusteaz 4, betty crocker 3, kodiak 3, simple mills 3, birch benders 2

Rice FlourDeepen

On shelf here, but only 3 of 5 SKUs. Room to widen the line.

United Markets depth 3 SKUs (fleet median 2)Bob's Red Mill here 3/5

CornmealDeepen

On shelf here, but only 3 of 4 SKUs. Room to widen the line.

United Markets depth 6 SKUs (fleet median 2)Bob's Red Mill here 3/4

up against: albers 3

Cake MixesDeepen

On shelf here, but only 2 of 5 SKUs. Room to widen the line.

United Markets depth 25 SKUs (fleet median 7)Bob's Red Mill here 2/5

up against: betty crocker 10, duncan hines 9, krusteaz 2, namaste foods 1, pillsbury 1

Muffin MixesDeepen

On shelf here, but only 2 of 4 SKUs. Room to widen the line.

United Markets depth 8 SKUs (fleet median 4)Bob's Red Mill here 2/4

up against: betty crocker 1, jiffy® 1, kodiak 1, krusteaz 1, pamela's 1

Flax SeedsDeepen

On shelf here, but only 2 of 4 SKUs. Room to widen the line.

United Markets depth 2 SKUs (fleet median 2)Bob's Red Mill here 2/4

QuinoaDeepen

On shelf here, but only 2 of 4 SKUs. Room to widen the line.

United Markets depth 12 SKUs (fleet median 4)Bob's Red Mill here 2/4

up against: cadia 2, near east 2, simpli 2, sunridge farms 2, ancient harvest 1

Brownie MixesDeepen

On shelf here, but only 2 of 3 SKUs. Room to widen the line.

United Markets depth 15 SKUs (fleet median 4)Bob's Red Mill here 2/3

up against: betty crocker 4, ghirardelli 3, pillsbury 2, best yet 1, duncan hines 1

Whole Wheat FlourDeepen

On shelf here, but only 2 of 3 SKUs. Room to widen the line.

United Markets depth 7 SKUs (fleet median 2)Bob's Red Mill here 2/3

up against: king arthur baking company 3, central milling company 1, stone-buhr 1

GritsDeepen

On shelf here, but only 2 of 3 SKUs. Room to widen the line.

United Markets depth 4 SKUs (fleet median 2)Bob's Red Mill here 2/3

up against: albers 1, quaker 1

Corn FlourDeepen

On shelf here, but only 2 of 3 SKUs. Room to widen the line.

United Markets depth 3 SKUs (fleet median 2)Bob's Red Mill here 2/3

up against: maseca 1

Oat FlourDeepen

On shelf here, but only 1 of 2 SKUs. Room to widen the line.

United Markets depth 1 SKUs (fleet median 1)Bob's Red Mill here 1/2

Garbanzo Bean FlourDeepen

On shelf here, but only 1 of 2 SKUs. Room to widen the line.

United Markets depth 1 SKUs (fleet median 1)Bob's Red Mill here 1/2

Other Snack BarsExtend

Already stocked here in other categories, so this one is a natural extension.

United Markets depth 50 SKUs (fleet median 23)Bob's Red Mill here 0/4

up against: kind 17, lärabar 5, jambar 4, south forty snacks 3, zbar 3

Dry Soup KitsExtend

Already stocked here in other categories, so this one is a natural extension.

United Markets depth 12 SKUs (fleet median 4)Bob's Red Mill here 0/3

up against: lipton 3, bear creek 2, frontier soups - anderson house 2, kikkoman 2, knorr 2

Granola BarsExtend

Already stocked here in other categories, so this one is a natural extension.

United Markets depth 22 SKUs (fleet median 8)Bob's Red Mill here 0/3

up against: nature valley 7, bobo's 4, madegood 4, zbar 2, annie's 1

Cookie MixesExtend

Already stocked here in other categories, so this one is a natural extension.

United Markets depth 5 SKUs (fleet median 4)Bob's Red Mill here 0/2

up against: betty crocker 3, king arthur baking company 1, miss jones baking co. 1

+ 47 more categories (mostly fully stocked or too thin to matter).

Bob's Red Mill Quinoa, Organic

$16.69$0.64/oz