Serenity Kids at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Serenity Kids is a premium baby and toddler food brand based in Austin, Texas, founded in 2016.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Free Range Chicken with Organic Peas & Carrots in Baby Food Purees.
United Markets stocks baby food purees 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.
United Markets merchandises 2 of the 2 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway
Every category Serenity Kids 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 2 of 30 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in baby food purees. Each dot is a product on the shelf, by its cost per oz (hover for which). Serenity Kids (orange) sits well above the shelf.
What to bring to expand
Serenity Kids’ 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 →
