Red Star at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Red Star is a renowned brand specializing in high-quality baking ingredients, particularly yeast products.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Active Dry Yeast, All-Natural in Yeast.
United Markets stocks yeast thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 13 other Bay Area grocers.
The more differentiated opening is yeast: United Markets stocks only 9 there, so Red Star Active Dry Yeast, All-Natural stands out rather than blending in.
United Markets merchandises 1 of the 1 category the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 40/100.
enters a thin yeast shelf as a point of difference.
The full runway
Every category Red Star 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.
How it prices
Where it would price in yeast. Each dot is a product on the shelf, by its cost per oz (hover for which). Red Star (orange) sits well above the shelf.
What to bring to expand
Red Star’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 →
