Let's Do Organic at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Let's Do Organic is a brand specializing in organic baking ingredients and ice cream cones.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen and 6 new doors to enter.
Lead with Coconut Flakes, Unsweetened in Coconut Morsels.
United Markets stocks coconut morsels thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
United Markets carries ice cream in real depth, 309 SKUs against a fleet median of 130, 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 coconut morsels: United Markets stocks only 5 there, so Let's Do Organic Coconut Flakes, Unsweetened stands out rather than blending in. Lead with the coconut morsels, and position the ice cream as a finishing or gift item.
United Markets merchandises 11 of the 13 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin coconut morsels shelf as a point of difference.
The full runway
Every category Let's Do Organic 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 4 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 coconut morsels. Each dot is a product on the shelf, by its cost per oz (hover for which). Let's Do Organic (orange) sits well above the shelf.
What to bring to expand
Let's Do Organic’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 →
