Forager Project at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Forager Project is a family-owned, organic, plant-based creamery based in San Francisco, California, specializing in dairy-free products made from organic cashews and coconuts.
It’s already on the shelf here, with 13 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 8 new doors to enter.
Lead with Greek Style Cashew & Coconut Milk Yogurt, Mango Passionfruit in Dairy-Free Yogurt.
United Markets stocks dairy-free yogurt thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
United Markets carries ice cream in real depth, 309 SKUs against a fleet median of 130, 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 dairy-free yogurt: United Markets stocks only 14 there, so Forager Project Greek Style Cashew & Coconut Milk Yogurt, Mango Passionfruit stands out rather than blending in. Lead with the dairy-free yogurt, and position the ice cream as a finishing or gift item.
United Markets merchandises 12 of the 14 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin dairy-free yogurt shelf as a point of difference.
The full runway
Every category Forager Project 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 8 of 14 SKUs. Room to widen the line.
On shelf here, but only 4 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in dairy-free yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Forager Project (orange) sits in line with the shelf.
What to bring to expand
Forager Project’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 →
