Divina at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Divina is a gourmet brand that specializes in Mediterranean-inspired food products, particularly olives, antipasti, and spreads.
It’s already on the shelf here, with 20 SKUs across 10 categories. The growth is depth and breadth: 6 categories to widen and 12 new doors to enter.
Lead with Organic Olive Bruschetta in Tapenade.
United Markets stocks tapenade 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 carries crackers in real depth, 224 SKUs against a fleet median of 85, 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 tapenade: United Markets stocks only 1 there, so Divina Organic Olive Bruschetta stands out rather than blending in. Lead with the tapenade, and position the crackers as a finishing or gift item.
United Markets merchandises 24 of the 25 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin tapenade shelf as a point of difference.
The full runway
Every category Divina 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 22 SKUs. Room to widen the line.
On shelf here, but only 3 of 6 SKUs. Room to widen the line.
What to bring to expand
Divina’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 →
