Muir Glen at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Muir Glen is a brand known for its organic tomato products, including a variety of canned and jarred tomatoes, sauces, salsas, and ketchup.
It’s already on the shelf here, with 17 SKUs across 8 categories. The growth is depth and breadth: 4 categories to widen and 1 new door to enter.
Lead with Organic Tomato Paste in Resealable Pouch in Tomato Paste.
United Markets stocks tomato paste 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.
The more differentiated opening is tomato paste: United Markets stocks only 12 there, so Muir Glen Organic Tomato Paste in Resealable Pouch stands out rather than blending in.
United Markets merchandises 9 of the 9 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin tomato paste shelf as a point of difference.
The full runway
Every category Muir Glen 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 6 of 9 SKUs. Room to widen the line.
On shelf here, but only 2 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in tomato paste. Each dot is a product on the shelf, by its cost per oz (hover for which). Muir Glen (orange) sits below the shelf.
What to bring to expand
Muir Glen’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 →
