Colman’s at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Colman’s: Colman's is a renowned English brand known for its distinctive mustard products, including both mustard powder and prepared mustard.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Colman's English Mustard in Other Mustard.
United Markets stocks other mustard thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is other mustard: United Markets stocks only 14 there, so Colman's English Mustard stands out rather than blending in.
United Markets merchandises 5 of the 5 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 45/100.
enters a thin other mustard shelf as a point of difference.
The full runway
Every category Colman’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 1 of 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in other mustard. Each dot is a product on the shelf, by its cost per oz (hover for which). Colman’s (orange) sits above the shelf.
What to bring to expand
Colman’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 →