Ellenos 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.
Ellenos is a premium Greek yogurt brand celebrated for its rich, creamy texture and handcrafted flavors.
It’s already on the shelf here, with 5 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Pistachio Greek Yogurt in Greek & Icelandic Yogurt.
Mill Valley Market stocks greek & icelandic yogurt 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 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 75/100.
maps onto categories the store already runs.
The full runway
Every category Ellenos 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 14 SKUs. Room to widen the line.
How it prices
Where it would price in greek & icelandic yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Ellenos (orange) sits well above the shelf.
What to bring to expand
Ellenos’ 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 →
