Ithaca Hummus at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Ithaca Hummus is a brand specializing in fresh, flavorful hummus made with minimal ingredients to maximize taste.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Lemon Dill in Hummus.
United Markets stocks hummus thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
United Markets merchandises 1 of the 1 category the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
maps onto categories the store already runs.
The full runway
Every category Ithaca Hummus 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 4 of 16 SKUs. Room to widen the line.
How it prices
Where it would price in hummus. Each dot is a product on the shelf, by its cost per oz (hover for which). Ithaca Hummus (orange) sits in line with the shelf.
What to bring to expand
Ithaca Hummus’ 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 →
