Dole at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Dole is a renowned brand specializing in fresh fruits and fruit-based products, including packaged fruit snacks and a variety of juices.
It’s already on the shelf here, with 33 SKUs across 11 categories. The growth is depth and breadth: 5 categories to widen and 4 new doors to enter.
Lead with Diced Peaches, in 100% Fruit Juice with Natural Flavors, Yellow Cling in Fruit Snack Cups.
United Markets stocks fruit snack cups 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.
United Markets carries fruit juice & blends in real depth, 124 SKUs against a fleet median of 39, 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 fruit snack cups: United Markets stocks only 6 there, so Dole Diced Peaches, in 100% Fruit Juice with Natural Flavors, Yellow Cling stands out rather than blending in. Lead with the fruit snack cups, and position the fruit juice & blends as a finishing or gift item.
United Markets merchandises 19 of the 21 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 25/100.
enters a thin fruit snack cups shelf as a point of difference.
The full runway
Every category Dole 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 15 of 17 SKUs. Room to widen the line.
On shelf here, but only 5 of 12 SKUs. Room to widen the line.
What to bring to expand
Dole’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 33
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 →
