Puravida at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
PuraVida is a grocery brand specializing in frozen vegetables and entrees, known for its innovative Cryo Crafted™ process that preserves the flavor and nutrition of farm-fresh ingredients.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Vegetable Melange, Fire Roasted in Frozen Mixed Vegetables.
United Markets stocks frozen mixed vegetables thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
United Markets carries other frozen entrees in real depth, 32 SKUs against a fleet median of 14, 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 mixed vegetables: United Markets stocks only 11 there, so PuraVida Vegetable Melange, Fire Roasted stands out rather than blending in. Lead with the frozen mixed vegetables, and position the other frozen entrees as a finishing or gift item.
United Markets merchandises 7 of the 7 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin frozen mixed vegetables shelf as a point of difference.
The full runway
Every category Puravida 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 6 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in frozen mixed vegetables. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Puravida’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 →
