Giuliano at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Giuliano is a family-owned brand specializing in high-quality jarred peppers, olives, and vegetables.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 10 new doors to enter.
Lead with Organic Extra Virgin Olive Oil 100% Italian in Olive Oils.
United Markets stocks olive oils thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
United Markets merchandises 12 of the 12 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 35/100.
maps onto categories the store already runs.
The full runway
Every category Giuliano 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 1 of 8 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in olive oils. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Giuliano (orange) sits in line with the shelf.
What to bring to expand
Giuliano’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 →
