Keebler at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Keebler is a well-established American brand known for its wide range of cookies, pie crusts, and ice cream cones.
It’s already on the shelf here, with 8 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Ready Crust 10-Inch Graham Cracker Pie Crust, Premade Pie Crust For Baking And No-Bake, 9 oz in Pie Crusts.
United Markets stocks pie crusts thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
United Markets carries crackers in real depth, 224 SKUs against a fleet median of 85, 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 pie crusts: United Markets stocks only 4 there, so Keebler Ready Crust 10-Inch Graham Cracker Pie Crust, Premade Pie Crust For Baking And No-Bake, 9 oz stands out rather than blending in. Lead with the pie crusts, and position the crackers 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 30/100.
enters a thin pie crusts shelf as a point of difference.
The full runway
Every category Keebler 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 6 of 11 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
What to bring to expand
Keebler’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 →
