Follow Your Heart 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.
Follow Your Heart is a pioneering brand in the plant-based food industry, known for its innovative vegan products.
It’s already on the shelf here, with 9 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Dairy Free Cheese, Feta Cheese Crumbles, Non-GMO, Gluten Free, Lactose Free, A Vegan, Plant Based Cheese that’s Great on Sandwiches or Beautifully Melty for Nachos, 6 OZ Tub in Cheese Alternatives.
Mill Valley Market stocks cheese alternatives thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
The more differentiated opening is cheese alternatives: Mill Valley Market stocks only 8 there, so Follow Your Heart Dairy Free Cheese, Feta Cheese Crumbles, Non-GMO, Gluten Free, Lactose Free, A Vegan, Plant Based Cheese that’s Great on Sandwiches or Beautifully Melty for Nachos, 6 OZ Tub stands out rather than blending in.
Mill Valley Market merchandises 5 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 68/100.
enters a thin cheese alternatives shelf as a point of difference.
The full runway
Every category Follow Your Heart 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 6 of 11 SKUs. Room to widen the line.
On shelf here, but only 2 of 10 SKUs. Room to widen the line.
How it prices
Where it would price in cheese alternatives. Each dot is a product on the shelf, by its cost per oz (hover for which). Follow Your Heart (orange) sits below the shelf.
What to bring to expand
Follow Your Heart’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 →
