Delallo at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
DeLallo is a brand specializing in authentic Italian foods, offering a wide range of products including pastas, sauces, olives, and prepared salads.
It’s already on the shelf here, with 25 SKUs across 18 categories. The growth is depth and breadth: 8 categories to widen and 23 new doors to enter.
Lead with Artichoke Bruschetta in Bruschetta Topping.
United Markets stocks bruschetta topping thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
United Markets carries olives in real depth, 61 SKUs against a fleet median of 19.5, 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 bruschetta topping: United Markets stocks only 2 there, so DeLallo Artichoke Bruschetta stands out rather than blending in. Lead with the bruschetta topping, and position the olives as a finishing or gift item.
United Markets merchandises 45 of the 47 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 58/100.
enters a thin bruschetta topping shelf as a point of difference.
The full runway
Every category Delallo 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 3 of 7 SKUs. Room to widen the line.
On shelf here, but only 3 of 5 SKUs. Room to widen the line.
What to bring to expand
Delallo’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 25
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 →
