Cento 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.
Cento is a brand specializing in canned tomato products, known for its authentic Italian offerings such as San Marzano tomatoes.
It’s already on the shelf here, with 10 SKUs across 10 categories. The growth is depth and breadth: 6 categories to widen and 15 new doors to enter.
Lead with Anchovy Paste in Other Pastes.
Mill Valley Market stocks other pastes 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.
The more differentiated opening is other pastes: Mill Valley Market stocks only 3 there, so Cento Anchovy Paste stands out rather than blending in.
Mill Valley Market merchandises 26 of the 26 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin other pastes shelf as a point of difference.
The full runway
Every category Cento 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 1 of 6 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
What to bring to expand
Cento’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 →
