Pamela's at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Pamela's is a brand specializing in gluten-free baking mixes, flours, and snacks.
It’s already on the shelf here, with 5 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 5 new doors to enter.
Lead with Honey Grahams Crackers in Graham Crackers.
United Markets stocks graham crackers 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 packaged cookies in real depth, 189 SKUs against a fleet median of 67, 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 graham crackers: United Markets stocks only 8 there, so Pamela's Honey Grahams Crackers stands out rather than blending in. Lead with the graham crackers, and position the packaged cookies as a finishing or gift item.
United Markets merchandises 10 of the 11 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin graham crackers shelf as a point of difference.
The full runway
Every category Pamela's 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 7 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in graham crackers. Each dot is a product on the shelf, by its cost per oz (hover for which). Pamela's (orange) sits well above the shelf.
What to bring to expand
Pamela'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 →
