Impossible at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Impossible is a brand specializing in plant-based meat alternatives, offering products that mimic traditional meat in taste and texture.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 6 new doors to enter.
Lead with Burger Made From Plants in Vegetarian Beef Substitutes.
United Markets stocks vegetarian beef substitutes 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.
The more differentiated opening is vegetarian beef substitutes: United Markets stocks only 2 there, so Impossible Burger Made From Plants stands out rather than blending in.
United Markets merchandises 9 of the 10 categories the brand sells.
no strong clean/diet signal either way.
an established national brand with proven demand.
enters a thin vegetarian beef substitutes shelf as a point of difference.
The full runway
Every category Impossible 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.
What to bring to expand
Impossible’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 →
