Dave's Killer Bread 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.
Dave's Killer Bread is an American brand known for its organic whole-grain baked goods, founded in 2005 in Milwaukie, Oregon.
It’s already on the shelf here, with 12 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 8 new doors to enter.
Lead with White Bread Done Right, Artisan-Style Organic White Bread, 24 oz Loaf in White Bread.
Mill Valley Market stocks white bread 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 white bread: Mill Valley Market stocks only 10 there, so Dave's Killer Bread White Bread Done Right, Artisan-Style Organic White Bread, 24 oz Loaf stands out rather than blending in.
Mill Valley Market merchandises 13 of the 14 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 51/100.
enters a thin white bread shelf as a point of difference.
The full runway
Every category Dave's Killer Bread 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 5 of 7 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in white bread. Each dot is a product on the shelf, by its cost per oz (hover for which). Dave's Killer Bread (orange) sits above the shelf.
What to bring to expand
Dave's Killer Bread’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 →
