Ocean Spray at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Ocean Spray is a renowned brand specializing in cranberry-based products, including juices, dried fruits, and snacks.
It’s already on the shelf here, with 24 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Dried Cranberries in Dried Cranberries.
United Markets stocks dried cranberries 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.
United Markets carries fruit juice & blends in real depth, 124 SKUs against a fleet median of 39, 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 cranberries: United Markets stocks only 8 there, so Ocean Spray Dried Cranberries stands out rather than blending in. Lead with the dried cranberries, and position the fruit juice & blends as a finishing or gift item.
United Markets merchandises 4 of the 4 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 30/100.
enters a thin dried cranberries shelf as a point of difference.
The full runway
Every category Ocean Spray 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 20 of 45 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 dried cranberries. Each dot is a product on the shelf, by its cost per oz (hover for which). Ocean Spray (orange) sits in line with the shelf.
What to bring to expand
Ocean Spray’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 →
