Italbrand at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Italbrand is a trademark owned by Italfoods Inc., focusing on the import and distribution of authentic Italian food products in the United States.
It’s already on the shelf here, with 5 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Surfine Capers in Capers.
United Markets stocks capers 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 olives in real depth, 61 SKUs against a fleet median of 19.5, 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 capers: United Markets stocks only 10 there, so ITALBRAND Surfine Capers stands out rather than blending in. Lead with the capers, and position the olives as a finishing or gift item.
United Markets merchandises 8 of the 8 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin capers shelf as a point of difference.
The full runway
Every category Italbrand 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.
How it prices
Where it would price in capers. Each dot is a product on the shelf, by its cost per oz (hover for which). Italbrand (orange) sits in line with the shelf.
What to bring to expand
Italbrand’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 →
