Wilton at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Wilton is a brand specializing in baking supplies and kits, known for its creative and high-quality products.
It’s already on the shelf here, with 6 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Decorator Preferred White Fondant, 24 oz. Fondant Icing in Icing.
United Markets stocks icing thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is icing: United Markets stocks only 4 there, so Wilton Decorator Preferred White Fondant, 24 oz. Fondant Icing stands out rather than blending in.
United Markets merchandises 4 of the 5 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin icing shelf as a point of difference.
The full runway
Every category Wilton 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 15 SKUs. Room to widen the line.
On shelf here, but only 2 of 18 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Wilton’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 →
