Celsius 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.
Celsius is a brand specializing in energy drinks designed to support an active lifestyle.
It’s already on the shelf here, with 13 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Sparkling Arctic Vibe, Energy Drink in Energy Drinks.
Mill Valley Market stocks energy drinks 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 merchandises 2 of the 2 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
an established national brand with proven demand.
maps onto categories the store already runs.
The full runway
Every category Celsius 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 13 of 35 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in energy drinks. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Celsius (orange) sits above the shelf.
What to bring to expand
Celsius’ 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 →
