Ortega 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 6 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with White corn Taco Shells in Taco Shells.
United Markets stocks taco shells 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.
United Markets carries latin and hispanic seasoning mixes in real depth, 24 SKUs against a fleet median of 6, 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 taco shells: United Markets stocks only 5 there, so ORTEGA White corn Taco Shells stands out rather than blending in. Lead with the taco shells, and position the latin and hispanic seasoning mixes as a finishing or gift item.
United Markets merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin taco shells shelf as a point of difference.
The full runway
Every category Ortega 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 4 of 5 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
What to bring to expand
Ortega’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 →
