Folkland 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 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Foods Organic Himalayan Salt Farm Fries Made With Olive Oil in Frozen Fries.
United Markets stocks frozen fries thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is frozen fries: United Markets stocks only 12 there, so Folkland Foods Organic Himalayan Salt Farm Fries Made With Olive Oil stands out rather than blending in.
United Markets merchandises 2 of the 2 categories the brand sells.
organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin frozen fries shelf as a point of difference.
The full runway
Every category Folkland 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 1 of 3 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 frozen fries. Each dot is a product on the shelf, by its cost per oz (hover for which). Folkland (orange) sits above the shelf.
What to bring to expand
Folkland’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 →