Krusteaz at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
It’s already on the shelf here, with 10 SKUs across 6 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Almond Poppy Seed Muffin Mix in Muffin Mixes.
United Markets stocks muffin mixes 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 pancake & waffle mix in real depth, 26 SKUs against a fleet median of 11, 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 muffin mixes: United Markets stocks only 8 there, so Krusteaz Almond Poppy Seed Muffin Mix stands out rather than blending in. Lead with the muffin mixes, and position the pancake & waffle mix as a finishing or gift item.
United Markets merchandises 8 of the 8 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 45/100.
enters a thin muffin mixes shelf as a point of difference.
The full runway
Every category Krusteaz 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 10 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in muffin mixes. Each dot is a product on the shelf, by its cost per oz (hover for which). Krusteaz (orange) sits in line with the shelf.
What to bring to expand
Krusteaz’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 →
