Ellyndale at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Ellyndale isn’t on United Markets’ shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Rice Bran Oil in Other Oils.
United Markets stocks other oils 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.
The more differentiated opening is other oils: United Markets stocks only 4 there, so Ellyndale Rice Bran Oil stands out rather than blending in.
United Markets merchandises 2 of the 2 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 45/100.
enters a thin other oils shelf as a point of difference.
The full runway
Every category Ellyndale 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Ellyndale’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →