Cento at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Cento is a brand specializing in canned tomato products, known for its authentic Italian offerings such as San Marzano tomatoes.
It’s already on the shelf here, with 41 SKUs across 21 categories. The growth is depth and breadth: 3 categories to widen and 4 new doors to enter.
Lead with All In One Crushed Tomatoes in Canned Crushed Tomatoes.
United Markets stocks canned crushed tomatoes 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 25 of the 26 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
maps onto categories the store already runs.
The full runway
Every category Cento 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 6 SKUs. Room to widen the line.
On shelf here, but only 4 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in canned crushed tomatoes. Each dot is a product on the shelf, by its cost per oz (hover for which). Cento (orange) sits in line with the shelf.
What to bring to expand
Cento’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 41
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 →
