Sun-maid at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Sun-Maid is a well-established brand known for its dried fruits and bread products, particularly its iconic California Sun-Dried Raisins and Cinnamon Swirl Raisin Bread.
It’s already on the shelf here, with 8 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with California Whole Pitted Prunes in Dried Prunes.
United Markets stocks dried prunes 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 dried raisins in real depth, 14 SKUs against a fleet median of 5, 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 dried prunes: United Markets stocks only 10 there, so Sun-Maid California Whole Pitted Prunes stands out rather than blending in. Lead with the dried prunes, and position the dried raisins as a finishing or gift item.
United Markets merchandises 6 of the 6 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 35/100.
enters a thin dried prunes shelf as a point of difference.
The full runway
Every category Sun-maid 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 6 of 13 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 dried prunes. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Sun-maid’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 →
