Califia Farms at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Califia Farms is a Los Angeles-based company specializing in plant-based dairy alternatives, including almond and oat milks, creamers, and ready-to-drink coffees.
It’s already on the shelf here, with 17 SKUs across 8 categories. The growth is depth and breadth: 6 categories to widen and 3 new doors to enter.
Lead with Organic Coconut Milk in Coconut Milk.
United Markets stocks coconut milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
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 coconut milk: United Markets stocks only 7 there, so Califia Farms Organic Coconut Milk stands out rather than blending in. Lead with the coconut milk, and position the fruit juice & blends as a finishing or gift item.
United Markets merchandises 12 of the 13 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
enters a thin coconut milk shelf as a point of difference.
The full runway
Every category Califia Farms 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 6 of 12 SKUs. Room to widen the line.
On shelf here, but only 3 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in coconut milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Califia Farms (orange) sits above the shelf.
What to bring to expand
Califia Farms’ 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 →
