Duncan Hines 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 14 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 1 new door to enter.
Lead with Creamy Dark Chocolate Fudge Frosting in Cake Frosting.
United Markets stocks cake frosting 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 cake mixes in real depth, 25 SKUs against a fleet median of 7, 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 cake frosting: United Markets stocks only 13 there, so Duncan Hines Creamy Dark Chocolate Fudge Frosting stands out rather than blending in. Lead with the cake frosting, and position the cake mixes as a finishing or gift item.
United Markets merchandises 5 of the 5 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 35/100.
enters a thin cake frosting shelf as a point of difference.
The full runway
Every category Duncan Hines 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 9 of 10 SKUs. Room to widen the line.
On shelf here, but only 4 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in cake frosting. Each dot is a product on the shelf, by its cost per oz (hover for which). Duncan Hines (orange) sits in line with the shelf.
What to bring to expand
Duncan Hines’ 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 →
