Alden’s Organic at Mill Valley Market
Mill Valley Market is a specialty independent running 1 Bay Area store, mid-size at about 8,590 sq ft each.
Alden’s Organic: Alden's Organic is a leading brand in the organic ice cream and frozen treats category, known for its commitment to using organic ingredients since its inception in 2004.
It’s already on the shelf here, with 17 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Frozen Dessert Bar, Greek Yogurt, Vanilla Berry Twist in Frozen Yogurt.
Mill Valley Market stocks frozen yogurt 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.
Mill Valley Market carries ice cream in real depth, 324 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 frozen yogurt: Mill Valley Market stocks only 5 there, so Alden’s Organic Frozen Dessert Bar, Greek Yogurt, Vanilla Berry Twist stands out rather than blending in. Lead with the frozen yogurt, and position the ice cream as a finishing or gift item.
Mill Valley Market merchandises 4 of the 4 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin frozen yogurt shelf as a point of difference.
The full runway
Every category Alden’s Organic plays in across the Bay Area grocers we track, and where it stands at Mill Valley Market. 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 16 of 32 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in frozen yogurt. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
What to bring to expand
Alden’s Organic’s SKUs Mill Valley Market 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 Mill Valley Market’s 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. Mill Valley Market profile →
