Edmond Fallot at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Edmond Fallot is a historic French brand specializing in mustard and other condiments, known for its traditional stone-ground mustard production.
It’s already on the shelf here, with 5 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen.
Lead with Seed Style Mustard in Other Mustard.
United Markets stocks other mustard 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 dijon mustard in real depth, 16 SKUs against a fleet median of 6, 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 mustard: United Markets stocks only 14 there, so Edmond Fallot Seed Style Mustard stands out rather than blending in. Lead with the other mustard, and position the dijon mustard as a finishing or gift item.
United Markets merchandises 2 of the 2 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 65/100.
enters a thin other mustard shelf as a point of difference.
The full runway
Every category Edmond Fallot 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 4 of 10 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in other mustard. Each dot is a product on the shelf, by its cost per oz (hover for which). Edmond Fallot (orange) sits well above the shelf.
What to bring to expand
Edmond Fallot’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 →
