Bobo's 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.
Bobo's is a snack brand specializing in wholesome oat-based products, including oat bars, bites, and PB&Js.
It’s already on the shelf here, with 10 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 5 new doors to enter.
Lead with Chocolate Chip Oat Bites in Snack Bites.
Mill Valley Market stocks snack bites 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.
The more differentiated opening is snack bites: Mill Valley Market stocks only 10 there, so Bobo's Chocolate Chip Oat Bites stands out rather than blending in.
Mill Valley Market merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
an established national brand with proven demand.
enters a thin snack bites shelf as a point of difference.
The full runway
Every category Bobo's 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 4 of 13 SKUs. Room to widen the line.
On shelf here, but only 3 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in snack bites. Each dot is a product on the shelf, by its cost per oz (hover for which). Bobo's (orange) sits below the shelf.
What to bring to expand
Bobo'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 →
