Kerrygold at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Kerrygold is a premium dairy brand known for its high-quality butter and cheese products, established in 1962 by the Irish Dairy Board.
It’s already on the shelf here, with 7 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 3 new doors to enter.
Lead with Cheese Slices, Dubliner in Dubliner.
United Markets stocks dubliner 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.
United Markets carries cheddar in real depth, 65 SKUs against a fleet median of 31, 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 dubliner: United Markets stocks only 1 there, so Kerrygold Cheese Slices, Dubliner stands out rather than blending in. Lead with the dubliner, and position the cheddar as a finishing or gift item.
United Markets merchandises 9 of the 12 categories the brand sells.
grass-fed against the store's assortment lean.
brand excitement 55/100.
enters a thin dubliner shelf as a point of difference.
The full runway
Every category Kerrygold 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 1 of 5 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
Kerrygold’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 →
