Morton & Bassett Spices at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Morton & Bassett Spices is a premium American brand known for its all-natural spices and seasonings, founded in 1986 and based in Rohnert Park, California.
It’s already on the shelf here, with 125 SKUs across 51 categories. The growth is depth and breadth: 29 categories to widen and 5 new doors to enter.
Lead with Star Anise in Dried Anise.
United Markets stocks dried anise thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
United Markets carries other seasoning mixes in real depth, 47 SKUs against a fleet median of 15.5, 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 dried anise: United Markets stocks only 2 there, so Morton & Bassett Spices Star Anise stands out rather than blending in. Lead with the dried anise, and position the other seasoning mixes as a finishing or gift item.
United Markets merchandises 59 of the 63 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin dried anise shelf as a point of difference.
The full runway
Every category Morton & Bassett Spices 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 11 of 21 SKUs. Room to widen the line.
On shelf here, but only 8 of 23 SKUs. Room to widen the line.
What to bring to expand
Morton & Bassett Spices’ SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 125
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 →
