Beyond Meat 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.
Beyond Meat is a brand specializing in plant-based meat alternatives, offering a range of products that mimic the taste and texture of traditional meat.
It’s already on the shelf here, with 6 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Beyond Steak, Plant-Based Seared Tips in Other Frozen Meat Substitutes.
Mill Valley Market stocks other frozen meat substitutes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is other frozen meat substitutes: Mill Valley Market stocks only 3 there, so Beyond Meat Beyond Steak, Plant-Based Seared Tips stands out rather than blending in.
Mill Valley Market merchandises 8 of the 11 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 80/100.
enters a thin other frozen meat substitutes shelf as a point of difference.
The full runway
Every category Beyond Meat 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 2 of 5 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
What to bring to expand
Beyond Meat’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 →
