Al's Real Goods 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.
AL's Real Goods is a cookie brand founded by Michelin-starred chef Aaron London, who shifted from fine dining to baking cookies with his daughters.
Al's Real Goods isn’t on Mill Valley Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Choco Chip Chewy Cookies in Chocolate Chip Cookies.
Mill Valley Market stocks chocolate chip cookies 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.
Mill Valley Market carries packaged cookies in real depth, 148 SKUs against a fleet median of 67, 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 chocolate chip cookies: Mill Valley Market stocks only 9 there, so Al's Real Goods Choco Chip Chewy Cookies stands out rather than blending in. Lead with the chocolate chip cookies, and position the packaged cookies as a finishing or gift item.
Mill Valley Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 60/100.
enters a thin chocolate chip cookies shelf as a point of difference.
The full runway
Every category Al's Real Goods 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in chocolate chip cookies. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Al's Real Goods (orange) sits above the shelf.
What to bring to land
Al's Real Goods’ SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
