Ghirardelli at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Ghirardelli is a premium American chocolate brand known for its high-quality confectionery products.
It’s already on the shelf here, with 39 SKUs across 6 categories. The growth is depth and breadth: 4 categories to widen and 1 new door to enter.
Lead with Brownie Cookie Bar, Premium Brownie Mix in Brownie Mixes.
United Markets stocks brownie mixes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
United Markets merchandises 8 of the 9 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 60/100.
maps onto categories the store already runs.
The full runway
Every category Ghirardelli 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 22 of 36 SKUs. Room to widen the line.
On shelf here, but only 6 of 10 SKUs. Room to widen the line.
How it prices
Where it would price in brownie mixes. Each dot is a product on the shelf, by its cost per oz (hover for which). Ghirardelli (orange) sits above the shelf.
What to bring to expand
Ghirardelli’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 39
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 →
