King Arthur Baking Company at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
King Arthur Baking Company is a renowned American brand specializing in high-quality baking products, including a variety of flours and baking mixes.
It’s already on the shelf here, with 11 SKUs across 8 categories. The growth is depth and breadth: 4 categories to widen and 7 new doors to enter.
Lead with 100% Organic Unbleached Bread Flour, Non-GMO Project Verified, No Preservatives in Bread Flour.
United Markets stocks bread flour 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 carries pretzels in real depth, 42 SKUs against a fleet median of 16, 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 bread flour: United Markets stocks only 6 there, so King Arthur Baking Company 100% Organic Unbleached Bread Flour, Non-GMO Project Verified, No Preservatives stands out rather than blending in. Lead with the bread flour, and position the pretzels as a finishing or gift item.
United Markets merchandises 15 of the 15 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 60/100.
enters a thin bread flour shelf as a point of difference.
The full runway
Every category King Arthur Baking Company 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 3 of 4 SKUs. Room to widen the line.
On shelf here, but only 2 of 7 SKUs. Room to widen the line.
What to bring to expand
King Arthur Baking Company’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 →
