Toll House at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Toll House is a well-known brand specializing in baking ingredients and cookie dough products.
It’s already on the shelf here, with 12 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Chocolate Chip Cookie Dough in Cookie Doughs.
United Markets stocks cookie doughs 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 ice cream in real depth, 309 SKUs against a fleet median of 130, 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 cookie doughs: United Markets stocks only 7 there, so Toll House Chocolate Chip Cookie Dough stands out rather than blending in. Lead with the cookie doughs, and position the ice cream as a finishing or gift item.
United Markets merchandises 5 of the 5 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin cookie doughs shelf as a point of difference.
The full runway
Every category Toll House 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 5 of 8 SKUs. Room to widen the line.
On shelf here, but only 4 of 9 SKUs. Room to widen the line.
How it prices
Where it would price in cookie doughs. Each dot is a product on the shelf, by its cost per oz (hover for which). Toll House (orange) sits well above the shelf.
What to bring to expand
Toll House’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 →
