Melissa's at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Melissa's is a grocery brand known for its diverse range of specialty produce, including potatoes, nuts, and other unique fruits and vegetables.
It’s already on the shelf here, with 10 SKUs across 6 categories. The growth is depth and breadth: 4 categories to widen and 12 new doors to enter.
Lead with Potato Pee Wee Medley in Medley Potatoes.
United Markets stocks medley potatoes 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 popcorn in real depth, 58 SKUs against a fleet median of 26, 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 medley potatoes: United Markets stocks only 1 there, so Melissa's Potato Pee Wee Medley stands out rather than blending in. Lead with the medley potatoes, and position the popcorn as a finishing or gift item.
United Markets merchandises 25 of the 44 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 40/100.
enters a thin medley potatoes shelf as a point of difference.
The full runway
Every category Melissa'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 3 of 4 SKUs. Room to widen the line.
On shelf here, but only 2 of 5 SKUs. Room to widen the line.
What to bring to expand
Melissa'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 →
