Follow Your Heart at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Follow Your Heart is a pioneering brand in the plant-based food industry, known for its innovative vegan products.
It’s already on the shelf here, with 7 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Dairy-Free Parmesan Shredded in Cheese Alternatives.
United Markets stocks cheese alternatives thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
United Markets carries mayonnaise in real depth, 35 SKUs against a fleet median of 15, 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 cheese alternatives: United Markets stocks only 13 there, so Follow Your Heart Dairy-Free Parmesan Shredded stands out rather than blending in. Lead with the cheese alternatives, and position the mayonnaise as a finishing or gift item.
United Markets merchandises 5 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 68/100.
enters a thin cheese alternatives shelf as a point of difference.
The full runway
Every category Follow Your Heart 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 2 of 11 SKUs. Room to widen the line.
How it prices
Where it would price in cheese alternatives. Each dot is a product on the shelf, by its cost per oz (hover for which). Follow Your Heart (orange) sits in line with the shelf.
What to bring to expand
Follow Your Heart’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 →
