Kraft at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Kraft is a well-known brand specializing in cheese and prepared foods, offering a variety of products that cater to different meal occasions.
It’s already on the shelf here, with 24 SKUs across 13 categories. The growth is depth and breadth: 8 categories to widen and 8 new doors to enter.
Lead with Sharp Cheddar Mac & Cheese Macaroni and Cheese Dinner in Boxed Macaroni And Cheese.
United Markets stocks boxed macaroni and cheese 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 boxed macaroni and cheese: United Markets stocks only 3 there, so Kraft Sharp Cheddar Mac & Cheese Macaroni and Cheese Dinner stands out rather than blending in. Lead with the boxed macaroni and cheese, and position the cheddar as a finishing or gift item.
United Markets merchandises 22 of the 23 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin boxed macaroni and cheese shelf as a point of difference.
The full runway
Every category Kraft 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 17 SKUs. Room to widen the line.
On shelf here, but only 3 of 9 SKUs. Room to widen the line.
What to bring to expand
Kraft’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 →
