AURORA 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.
AURORA isn’t on Mill Valley Market’s shelf yet. The opening: 5 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Products Organic Dried Cranberries, 9 OZ in Other Dried Fruit.
Mill Valley Market stocks other dried fruit 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.
Mill Valley Market carries almonds in real depth, 32 SKUs against a fleet median of 13, 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 other dried fruit: Mill Valley Market stocks only 3 there, so Aurora Products Organic Dried Cranberries, 9 OZ stands out rather than blending in. Lead with the other dried fruit, and position the almonds as a finishing or gift item.
Mill Valley Market merchandises 5 of the 5 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 45/100.
enters a thin other dried fruit shelf as a point of difference.
The full runway
Every category AURORA 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.
What to bring to land
AURORA’s 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 →
