Heinz 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.
Heinz is a renowned brand known for its wide range of condiments, including ketchup, mustard, and sauces, as well as canned beans.
It’s already on the shelf here, with 16 SKUs across 9 categories. The growth is depth and breadth: 4 categories to widen and 3 new doors to enter.
Lead with Apple Cider Distilled Vinegar with 5% Acidity in Apple Cider Vinegar.
Mill Valley Market stocks apple cider vinegar thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Mill Valley Market carries relish in real depth, 17 SKUs against a fleet median of 4, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is apple cider vinegar: Mill Valley Market stocks only 8 there, so Heinz Apple Cider Distilled Vinegar with 5% Acidity stands out rather than blending in. Lead with the apple cider vinegar, and position the relish as a finishing or gift item.
Mill Valley Market merchandises 13 of the 13 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin apple cider vinegar shelf as a point of difference.
The full runway
Every category Heinz 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 19 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in apple cider vinegar. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Heinz (orange) sits below the shelf.
What to bring to expand
Heinz’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 →
