Imagine at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Imagine Foods is a brand that specializes in organic and non-GMO soups, broths, and gravies, founded in 1982 and headquartered in New Hyde Park, New York.
It’s already on the shelf here, with 15 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with No-Chicken Broth, Low Sodium, Organic, Vegetarian in Vegetable Broth.
United Markets stocks vegetable broth 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 carries canned soup in real depth, 149 SKUs against a fleet median of 44, 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 vegetable broth: United Markets stocks only 12 there, so Imagine No-Chicken Broth, Low Sodium, Organic, Vegetarian stands out rather than blending in. Lead with the vegetable broth, and position the canned soup as a finishing or gift item.
United Markets merchandises 7 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin vegetable broth shelf as a point of difference.
The full runway
Every category Imagine 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 9 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in vegetable broth. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Imagine (orange) sits in line with the shelf.
What to bring to expand
Imagine’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 →
