Fillo's at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Fillo's offers a range of ready-to-eat tamales and bean dishes that emphasize simple, plant-based ingredients and authentic flavors.
It’s already on the shelf here, with 7 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen and 1 new door to enter.
Lead with Sweet Corn Elotes Walking Tamales in Prepared Tamales.
United Markets stocks prepared tamales 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 prepared tamales: United Markets stocks only 11 there, so Fillo's Sweet Corn Elotes Walking Tamales stands out rather than blending in.
United Markets merchandises 6 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 65/100.
enters a thin prepared tamales shelf as a point of difference.
The full runway
Every category Fillo's 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.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Fillo'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 →
