Food For Life at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Food For Life is a family-owned company that specializes in organic, non-GMO, and sprouted grain baked goods.
It’s already on the shelf here, with 7 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 6 new doors to enter.
Lead with Flourless Sprouted Grain Sesame Bread in Sprouted Grain Bread.
United Markets stocks sprouted grain bread thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
United Markets carries cereal in real depth, 171 SKUs against a fleet median of 56, 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 sprouted grain bread: United Markets stocks only 7 there, so Food for Life Flourless Sprouted Grain Sesame Bread stands out rather than blending in. Lead with the sprouted grain bread, and position the cereal as a finishing or gift item.
United Markets merchandises 9 of the 10 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin sprouted grain bread shelf as a point of difference.
The full runway
Every category Food For Life 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 7 SKUs. Room to widen the line.
On shelf here, but only 2 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in sprouted grain bread. Each dot is a product on the shelf, by its cost per oz (hover for which). Food For Life (orange) sits in line with the shelf.
What to bring to expand
Food For Life’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 →
