Heinz at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Heinz is a renowned brand known for its wide range of condiments, including ketchup, mustard, and sauces, as well as canned beans.
It’s already on the shelf here, with 22 SKUs across 9 categories. The growth is depth and breadth: 5 categories to widen and 3 new doors to enter.
Lead with All Natural Distilled White Vinegar in White Vinegar.
United Markets stocks white vinegar 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 carries other dressing in real depth, 17 SKUs against a fleet median of 8, 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 white vinegar: United Markets stocks only 5 there, so Heinz All Natural Distilled White Vinegar stands out rather than blending in. Lead with the white vinegar, and position the other dressing as a finishing or gift item.
United Markets merchandises 12 of the 13 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin white vinegar shelf as a point of difference.
The full runway
Every category Heinz 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 19 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in white vinegar. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Heinz (orange) sits well above the shelf.
What to bring to expand
Heinz’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 →
