Good Good 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.
GOOD GOOD offers a range of fruit spreads and chocolate hazelnut spreads designed to provide classic flavors without the added sugar.
It’s already on the shelf here, with 5 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Crunchy Peanut Butter in Peanut Butter.
Mill Valley Market stocks peanut butter 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.
Mill Valley Market carries jams and jellies in real depth, 64 SKUs against a fleet median of 10, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Mill Valley Market merchandises 4 of the 4 categories the brand sells.
keto, non-gmo, vegan against the store's assortment lean.
brand excitement 70/100.
the categories it plays in are already deep here.
The full runway
Every category Good Good 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 3 of 6 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in peanut butter. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Good Good’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 →
