Mitica at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Mitica is a specialty food brand established in 2003 by Forever Cheese, focusing on premium Mediterranean products.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 14 new doors to enter.
Lead with Fried Fava Beans in Other Snacks.
United Markets stocks other snacks 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 merchandises 18 of the 21 categories the brand sells.
organic, vegetarian against the store's assortment lean.
brand excitement 40/100.
maps onto categories the store already runs.
The full runway
Every category Mitica 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 1 of 10 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in other snacks. Each dot is a product on the shelf, by its cost per oz (hover for which). Mitica (orange) sits above the shelf.
What to bring to expand
Mitica’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 →
