Thai Kitchen at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Thai Kitchen is a brand dedicated to bringing authentic Thai flavors to the American market, offering a variety of products including curry pastes, sauces, noodles, and coconut milk.
It’s already on the shelf here, with 9 SKUs across 6 categories. The growth is depth and breadth: 2 categories to widen and 5 new doors to enter.
Lead with Gluten Free Red Curry Paste in Curry Paste.
United Markets stocks curry paste thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
The more differentiated opening is curry paste: United Markets stocks only 3 there, so Thai Kitchen Gluten Free Red Curry Paste stands out rather than blending in.
United Markets merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin curry paste shelf as a point of difference.
The full runway
Every category Thai Kitchen 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 4 of 7 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Thai Kitchen’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 →
