Kellogg's Eggo at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Kellogg's Eggo is a well-known brand specializing in frozen breakfast foods, particularly waffles.
It’s already on the shelf here, with 14 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen.
Lead with Chocolatey Chip Pancakes, Frozen Breakfast in Frozen Pancakes.
United Markets stocks frozen pancakes 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 frozen pancakes: United Markets stocks only 6 there, so Kellogg's Eggo Chocolatey Chip Pancakes, Frozen Breakfast stands out rather than blending in.
United Markets merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 35/100.
enters a thin frozen pancakes shelf as a point of difference.
The full runway
Every category Kellogg's Eggo 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 11 of 18 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Kellogg's Eggo’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 →
