Morton at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Morton is a well-known brand specializing in salt products. Their offerings include a variety of salts for culinary use, such as kosher and sea salt, as well as water softener salts that…
It’s already on the shelf here, with 12 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with All-Natural Sea Salt in Salts.
United Markets stocks salts thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 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.
United Markets merchandises 3 of the 3 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 25/100.
the categories it plays in are already deep here.
The full runway
Every category Morton 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.
How it prices
Where it would price in salts. Each dot is a product on the shelf, by its cost per oz (hover for which). Morton (orange) sits below the shelf.
What to bring to expand
Morton’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 →
