Lily's at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Lily's is a brand specializing in no-sugar-added sweets, offering a range of products including baking chocolate, chocolate style bars, peanut butter cups, and gummies.
It’s already on the shelf here, with 8 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 5 new doors to enter.
Lead with Creamy Milk Chocolate Style No Sugar Added, Sweets Bar, 3 oz in Chocolate Candies.
United Markets stocks chocolate candies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
United Markets merchandises 6 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
an established national brand with proven demand.
maps onto categories the store already runs.
The full runway
Every category Lily's 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 8 of 19 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 chocolate candies. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Lily's (orange) sits well above the shelf.
What to bring to expand
Lily'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 →
