Fillo's 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.
Fillo's offers a range of ready-to-eat tamales and bean dishes that emphasize simple, plant-based ingredients and authentic flavors.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 4 new doors to enter.
Mill Valley Market merchandises 6 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 65/100.
maps onto categories the store already runs.
The full runway
Every category Fillo's 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.
Already stocked here in other categories, so this one is a natural extension.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in other snacks. Each dot is a product on the shelf, by its cost per oz (hover for which). Fillo's (orange) sits in line with the shelf.
What to bring to expand
Fillo'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 →
