Dorot Gardens at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Crushed Tumeric in Other Frozen Vegetables.
United Markets stocks other frozen vegetables 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 frozen vegetables in real depth, 22 SKUs against a fleet median of 8.5, 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 other frozen vegetables: United Markets stocks only 6 there, so Dorot Gardens Crushed Tumeric stands out rather than blending in. Lead with the other frozen vegetables, and position the frozen vegetables as a finishing or gift item.
United Markets merchandises 2 of the 2 categories the brand sells.
vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin other frozen vegetables shelf as a point of difference.
The full runway
Every category Dorot Gardens 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 4 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 frozen vegetables. Each dot is a product on the shelf, by its cost per oz (hover for which). Dorot Gardens (orange) sits well above the shelf.
What to bring to expand
Dorot Gardens’ 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 →