Frito Lay 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 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Classic Mix, 1 oz, Variety Pack, 54-count in Variety Pack Chips.
United Markets stocks variety pack chips 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.
United Markets carries potato chips in real depth, 117 SKUs against a fleet median of 46.5, 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 variety pack chips: United Markets stocks only 3 there, so Frito Lay Classic Mix, 1 oz, Variety Pack, 54-count stands out rather than blending in. Lead with the variety pack chips, and position the potato chips as a finishing or gift item.
United Markets merchandises 4 of the 4 categories the brand sells.
vegan, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin variety pack chips shelf as a point of difference.
The full runway
Every category Frito Lay 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 2 of 20 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Frito Lay’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 →
