Hu at Community Market CA
Community Market CA is a independent grocer running 1 Bay Area store.
Hu is a U.S.-based brand that specializes in organic, Fairtrade chocolate and snacks, founded in 2012 by siblings Jordan Brown and Jessica Karp.
It’s already on the shelf here, with 12 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Semi-Sweet Baking Chips in Chocolate Chips.
Community Market CA stocks chocolate chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is chocolate chips: Community Market CA stocks only 10 there, so Hu Semi-Sweet Baking Chips stands out rather than blending in.
Community Market CA merchandises 5 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin chocolate chips shelf as a point of difference.
The full runway
Every category Hu plays in across the Bay Area grocers we track, and where it stands at Community Market CA. 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 11 of 23 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in chocolate chips. Each dot is a product on the shelf, by its cost per oz (hover for which). Hu (orange) sits in line with the shelf.
What to bring to expand
Hu’s SKUs Community Market CA 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 Community Market CA’s 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. Community Market CA profile →
