Old Orchard at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen.
Lead with 100% Apple Juice, Frozen Concentrate in Frozen Juice Concentrates.
United Markets stocks frozen juice concentrates thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
United Markets carries apple juice & cider in real depth, 25 SKUs against a fleet median of 10, 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 frozen juice concentrates: United Markets stocks only 7 there, so Old Orchard 100% Apple Juice, Frozen Concentrate stands out rather than blending in. Lead with the frozen juice concentrates, and position the apple juice & cider as a finishing or gift item.
United Markets merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 35/100.
enters a thin frozen juice concentrates shelf as a point of difference.
The full runway
Every category Old Orchard 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 1 of 4 SKUs. Room to widen the line.
Fully stocked here (1/1 SKUs).
What to bring to expand
Old Orchard’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 →