Reading the shelf…

Shelf playbook

New Bread at United Markets

United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.

New Bread is a grocery brand specializing in a variety of baked goods, particularly focusing on cakes and bread.

New Bread isn’t on United Markets’ shelf yet. The opening: 12 categories where the shelf is already deep and the brand runs strong elsewhere.

opportunity / 100

Category fit · 35%100

United Markets merchandises 14 of the 14 categories the brand sells.

Values match · 25%35

vegetarian against the store's assortment lean.

Brand pull · 25%25

brand excitement 25/100.

White space · 15%30

the categories it plays in are already deep here.

The full runway

Every category New Bread 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.

MuffinsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 22 SKUs (fleet median 9.5)New Bread here 0/5

up against: café valley bakery 8, flax4life 5, abe's muffins 3, abe's 1, ann marie's 1

CupcakesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

What to bring to land

New Bread’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

New Bread Country Oats Bread

$11.09$0.61/ozat 3 grocers

New Bread Gluten Free Ancient Grains Bread

$11.09$0.71/ozat 3 grocers

New Bread Gluten Free Multigrain Bread

$11.09$0.67/oz

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 →

United Markets depth 9 SKUs (fleet median 10)

up against: rubicon 6, two bite 2, Rubicon Bakery 1

Other Buns and RollsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 10 SKUs (fleet median 6)New Bread here 0/4

up against: artesano 3, semifreddi’s 2, st pierre 1

Whole Grain BreadEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 24 SKUs (fleet median 11)New Bread here 0/3

up against: oroweat 7, dave's killer bread 5, vital vittles 3, canyon bakehouse 2, mestemacher 2

Packaged CookiesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 189 SKUs (fleet median 67)New Bread here 0/2

up against: pepperidge farm 31, loacker 15, tate's 14, oreo 9, dolcetto 7

Chocolate Chip CookiesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 8 SKUs (fleet median 8.5)New Bread here 0/2

up against: caia's cookies 1, lofthouse 1, mcvitie's 1, pcc 1, sconehenge bakery 1

Other BreadsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 15 SKUs (fleet median 9)New Bread here 0/2

up against: mestemacher 3, la brea 2, udi's 2, acme bread company 1, b&m 1

Other CakesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 6 SKUs (fleet median 6)New Bread here 0/2

up against: grand bakery 1, greenlee's 1, posh pantry 1, rich's 1

Other CookiesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 17 SKUs (fleet median 11)New Bread here 0/2

up against: spaans 3, o'ts cookies 2, biancoforno 1, forno bonomi 1, lofthouse 1

Dried Toasts and CrostinisEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 6 SKUs (fleet median 4)New Bread here 0/1

up against: asturi 3, dolcetto 1, rustic bakery 1, three little pigs 1

Dinner RollsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 5 SKUs (fleet median 2.5)New Bread here 0/1

up against: king's hawaiian 3, la brea 1

Oatmeal Raisin CookiesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

United Markets depth 5 SKUs (fleet median 3)New Bread here 0/1

up against: lofthouse 1, o'ts cookies 1, pcc 1, sconehenge bakery 1, the graceful cookie 1

Pound CakeThin shelf

The store barely carries this category, so it is a hard sell.

United Markets depth 1 SKUs (fleet median 3)New Bread here 0/3

up against: olson's baking company 1

TiramisuThin shelf

The store barely carries this category, so it is a hard sell.

United Markets depth 1 SKUs (fleet median 2)New Bread here 0/1

up against: sweet craft dolceria 1