Litehouse 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 9 SKUs across 7 categories. The growth is depth and breadth: 2 categories to widen and 7 new doors to enter.
Lead with Chunky Blue Cheese Dressing & Dip - Family Size in Blue Cheese Dressing.
United Markets stocks blue cheese dressing 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.
United Markets carries vinaigrette dressing in real depth, 33 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 blue cheese dressing: United Markets stocks only 13 there, so Litehouse Chunky Blue Cheese Dressing & Dip - Family Size stands out rather than blending in. Lead with the blue cheese dressing, and position the vinaigrette dressing as a finishing or gift item.
United Markets merchandises 15 of the 16 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 40/100.
enters a thin blue cheese dressing shelf as a point of difference.
The full runway
Every category Litehouse 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 3 of 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Litehouse’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 →
