Mutti at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Mutti is an Italian brand specializing in tomato-based products, known for its high-quality sauces and canned tomatoes.
It’s already on the shelf here, with 6 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 4 new doors to enter.
Lead with Tomato Paste, Organic, Double Concentrated 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 4 other Bay Area grocers.
The more differentiated opening is tomato paste: United Markets stocks only 12 there, so Mutti Tomato Paste, Organic, Double Concentrated stands out rather than blending in.
United Markets merchandises 8 of the 9 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin tomato paste shelf as a point of difference.
The full runway
Every category Mutti 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 2 of 6 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 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). Mutti (orange) sits well above the shelf.
What to bring to expand
Mutti’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 →
