Lakanto at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Lakanto is a brand specializing in natural, zero-calorie sweeteners and sugar substitutes primarily made from monk fruit.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 6 new doors to enter.
Lead with Golden Monk Fruit Sweetener with Erythritol, Raw Cane Sugar in Sugar Substitutes.
United Markets stocks sugar substitutes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
United Markets carries chocolate chips in real depth, 23 SKUs against a fleet median of 10, 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 sugar substitutes: United Markets stocks only 14 there, so Lakanto Golden Monk Fruit Sweetener with Erythritol, Raw Cane Sugar stands out rather than blending in. Lead with the sugar substitutes, and position the chocolate chips as a finishing or gift item.
United Markets merchandises 7 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
an established national brand with proven demand.
enters a thin sugar substitutes shelf as a point of difference.
The full runway
Every category Lakanto 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 11 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in sugar substitutes. Each dot is a product on the shelf, by its cost per oz (hover for which). Lakanto (orange) sits above the shelf.
What to bring to expand
Lakanto’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 →
