Simple Mills at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Simple Mills is a Chicago-based food brand that specializes in creating better-for-you snacks and baking mixes using whole-food ingredients.
It’s already on the shelf here, with 15 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 10 new doors to enter.
Lead with Almond Flour Pumpkin Pancake & Waffle Mix in Pancake & Waffle Mix.
United Markets stocks pancake & waffle mix 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 crackers in real depth, 224 SKUs against a fleet median of 85, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
United Markets merchandises 14 of the 16 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
the categories it plays in are already deep here.
The full runway
Every category Simple Mills 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 10 of 20 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in pancake & waffle mix. Each dot is a product on the shelf, by its cost per oz (hover for which). Simple Mills (orange) sits well above the shelf.
What to bring to expand
Simple Mills’ 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 →
