Reading the shelf…
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Capitana by Lorenza offers a unique line of Mexican Chili Crunch Salsa Macha, featuring a blend of dried chili peppers, extra virgin olive oil, and various fruits and nuts.
Capitana isn’t on United Markets’ shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Original Salsa Matcha in Salsas.
United Markets stocks salsas 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 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
maps onto categories the store already runs.
Every category Capitana 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Where it would price in salsas. Each dot is a product on the shelf, by its cost per oz (hover for which). Capitana (orange) sits well above the shelf.
Capitana’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →