Madegood at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
MadeGood is a brand specializing in organic, allergy-friendly snacks, including granola bars and minis.
It’s already on the shelf here, with 7 SKUs across 4 categories. The growth is depth and breadth: 4 categories to widen and 1 new door to enter.
Lead with Mornings Organic Baked Oat Cups Banana Chocolate Chip 5ct in Other Packaged Treats.
United Markets stocks other packaged treats thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
United Markets carries packaged cookies in real depth, 189 SKUs against a fleet median of 67, 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 other packaged treats: United Markets stocks only 7 there, so MadeGood Mornings Organic Baked Oat Cups Banana Chocolate Chip 5ct stands out rather than blending in. Lead with the other packaged treats, and position the packaged cookies as a finishing or gift item.
United Markets merchandises 6 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin other packaged treats shelf as a point of difference.
The full runway
Every category Madegood 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 9 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in other packaged treats. Each dot is a product on the shelf, by its cost per oz (hover for which). Madegood (orange) sits below the shelf.
What to bring to expand
Madegood’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 →
