Westbrae Natural at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Westbrae Natural is a brand specializing in organic canned beans and other canned foods.
It’s already on the shelf here, with 8 SKUs across 8 categories. The growth is depth and breadth: 6 categories to widen and 1 new door to enter.
Lead with Organic No Salt Added Black Lentils in Canned Lentils.
United Markets stocks canned lentils thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
United Markets carries canned black beans in real depth, 19 SKUs against a fleet median of 6, 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 canned lentils: United Markets stocks only 2 there, so Westbrae Natural Organic No Salt Added Black Lentils stands out rather than blending in. Lead with the canned lentils, and position the canned black beans as a finishing or gift item.
United Markets merchandises 9 of the 9 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 40/100.
enters a thin canned lentils shelf as a point of difference.
The full runway
Every category Westbrae Natural 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 1 of 2 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
Westbrae Natural’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 →
