Blue Diamond 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.
Blue Diamond is a prominent brand specializing in almond-based products, including snacks, almond milk, and gluten-free crackers.
It’s already on the shelf here, with 10 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Lightly Salted Low Sodium Almonds in Almonds.
Mill Valley Market stocks almonds thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Mill Valley Market carries crackers in real depth, 179 SKUs against a fleet median of 85, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Mill Valley Market merchandises 4 of the 4 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway
Every category Blue Diamond 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.
How it prices
Where it would price in almonds. Each dot is a product on the shelf, by its cost per oz (hover for which). Blue Diamond (orange) sits below the shelf.
What to bring to expand
Blue Diamond’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 →
