I Can't Believe It's Not Butter 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 3 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Extra Creamy Sticks in Non-Butter Oil Spreads.
United Markets stocks non-butter oil spreads 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 cooking oil sprays in real depth, 17 SKUs against a fleet median of 4, 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 non-butter oil spreads: United Markets stocks only 9 there, so I Can't Believe It's Not Butter Extra Creamy Sticks stands out rather than blending in. Lead with the non-butter oil spreads, and position the cooking oil sprays as a finishing or gift item.
United Markets merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin non-butter oil spreads shelf as a point of difference.
The full runway
Every category I Can't Believe It's Not Butter 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 3 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 non-butter oil spreads. Each dot is a product on the shelf, by its cost per oz (hover for which). I Can't Believe It's Not Butter (orange) sits in line with the shelf.
What to bring to expand
I Can't Believe It's Not Butter’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 →