Cocojune 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.
Cocojune is a New York-based brand that specializes in organic, plant-based dairy alternatives, including yogurt, dips, and sour cream.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Cultured Coconut Organic Vanilla Unsweetened in Dairy-Free Yogurt.
Mill Valley Market stocks dairy-free yogurt thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
Mill Valley Market merchandises 5 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
maps onto categories the store already runs.
The full runway
Every category Cocojune 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 12 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 dairy-free yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Cocojune (orange) sits above the shelf.
What to bring to expand
Cocojune’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 →
