Lipton at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Lipton is a renowned British brand known for its extensive range of tea products and instant soup mixes.
It’s already on the shelf here, with 11 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 2 new doors to enter.
Lead with Soup Mix, With Real Chicken Broth, Extra Noodle in Dry Soup Kits.
United Markets stocks dry soup kits thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is dry soup kits: United Markets stocks only 12 there, so Lipton Soup Mix, With Real Chicken Broth, Extra Noodle stands out rather than blending in.
United Markets merchandises 7 of the 7 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 25/100.
enters a thin dry soup kits shelf as a point of difference.
The full runway
Every category Lipton 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 15 SKUs. Room to widen the line.
On shelf here, but only 3 of 7 SKUs. Room to widen the line.
What to bring to expand
Lipton’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 →
