Once Upon A Farm at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Once Upon a Farm is a brand specializing in organic, non-GMO snacks and meals for babies, toddlers, and children.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 6 new doors to enter.
Lead with Green Kale & Apples, Organic Kids Snack Pouch in Squeeze Snack Pouches.
United Markets stocks squeeze snack pouches thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
United Markets carries other snack bars in real depth, 50 SKUs against a fleet median of 23, 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 squeeze snack pouches: United Markets stocks only 5 there, so Once Upon a Farm Green Kale & Apples, Organic Kids Snack Pouch stands out rather than blending in. Lead with the squeeze snack pouches, and position the other snack bars as a finishing or gift item.
United Markets merchandises 9 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin squeeze snack pouches shelf as a point of difference.
The full runway
Every category Once Upon A Farm 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 3 of 13 SKUs. Room to widen the line.
On shelf here, but only 1 of 13 SKUs. Room to widen the line.
How it prices
Where it would price in squeeze snack pouches. Each dot is a product on the shelf, by its cost per oz (hover for which). Once Upon A Farm (orange) sits well above the shelf.
What to bring to expand
Once Upon A Farm’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 →
