Reading the shelf…

Shelf playbook

Overjoyed at United Markets

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

Overjoyed is a grocery brand specializing in indulgent desserts and treats, designed to elevate everyday occasions.

Overjoyed isn’t on United Markets’ shelf yet. The opening: 16 categories where the shelf is already deep and the brand runs strong elsewhere.

opportunity / 100

Category fit · 35%91

United Markets merchandises 21 of the 23 categories the brand sells.

Values match · 25%35

non-gmo against the store's assortment lean.

Brand pull · 25%40

brand excitement 40/100.

White space · 15%30

the categories it plays in are already deep here.

The full runway

Every category Overjoyed 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.

Ice CreamEnter

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

United Markets depth 309 SKUs (fleet median 130)Overjoyed here 0/4

up against: häagen-dazs 55, ben & jerry's 50, edy's/dreyer's 28, breyers 15, drumstick 14

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

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

Overjoyed Brownie Bites, Petite

$8.99at 2 grocers

Overjoyed Cupcakes, Chocolate, Mini

$6.99at 2 grocers

Overjoyed Cupcakes, Vanilla, Mini

$6.99at 2 grocers

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

Gummy CandiesEnter

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

United Markets depth 39 SKUs (fleet median 25)Overjoyed here 0/3

up against: haribo 12, albanese 9, blobs 2, king henry's 2, smartsweets 2

SprinklesEnter

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 4.5)Overjoyed here 0/3

up against: india tree 6, wilton 2

CheesecakeEnter

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

United Markets depth 3 SKUs (fleet median 3)Overjoyed here 0/3

up against: sweet craft dolceria 1, the graceful cookie 1, zanze's cheesecake 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)Overjoyed here 0/3

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

Trail MixEnter

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

United Markets depth 28 SKUs (fleet median 7)Overjoyed here 0/3

up against: sunridge farms 10, power up 3, second nature 2, beer nuts 1, eden foods 1

Other Bakery DessertsEnter

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

United Markets depth 13 SKUs (fleet median 6)Overjoyed here 0/2

up against: bart's fudge 1, bianco forno 1, del real 1, dolcetto 1, far east 1

Standard Frosted CakesEnter

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

United Markets depth 19 SKUs (fleet median 9)Overjoyed here 0/1

up against: rubicon 8, inspired by happiness 1, jean posh 1, rubican bakers 1, simple joys 1

Angel Food CakeEnter

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

United Markets depth 4 SKUs (fleet median 2)Overjoyed here 0/1

up against: olson's baking company 4

Apple PieEnter

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 4)Overjoyed here 0/1

up against: kozlowski farms 2, jessie's 1, old fashioned 1, sconehenge bakery 1, upper crust 1

Berry PieEnter

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 2.5)Overjoyed here 0/1

up against: kowalski's 1, kozlowski farms 1, old fashioned 1, upper crust bakery 1

BrowniesEnter

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

United Markets depth 3 SKUs (fleet median 3.5)Overjoyed here 0/1

up against: lofthouse 1, sugar bowl bakery 1, two bite 1

Cherry PieEnter

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)Overjoyed here 0/1

up against: farms kozlowski 1, jessie's 1, old fashioned 1, upper crust bakery 1

Chewing GumEnter

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

United Markets depth 26 SKUs (fleet median 10)Overjoyed here 0/1

up against: orbit 4, extra 3, pür 3, milliways 2, neuro 2

Frozen DessertsEnter

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

United Markets depth 30 SKUs (fleet median 15.5)Overjoyed here 0/1

up against: häagen-dazs 5, tru fru 4, naia 3, pepperidge farm 3, campoverde 2

Frosted CookiesThin shelf

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

United Markets depth 0 SKUs (fleet median 3.5)Overjoyed here 0/2

MadeleinesThin shelf

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

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

up against: sugar bowl bakery 2

Pumpkin PieThin shelf

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

United Markets depth 1 SKUs (fleet median 1)Overjoyed here 0/1

up against: jessie lord 1

ShortcakeThin shelf

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

United Markets depth 1 SKUs (fleet median 1)Overjoyed here 0/1

up against: inspired by happiness 1

Unfrosted Sugar CookiesThin shelf

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

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

up against: sugar bowl bakery 1

Dessert BarsThin shelf

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

United Markets depth 0 SKUs (fleet median 2.5)Overjoyed here 0/1

MacaronsThin shelf

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

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

up against: pasquier 1, two bite 1

Overjoyed Dessert Shells

$2.99at 2 grocers