I And Love And You 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.
I and love and you is a premium pet food brand that focuses on natural and holistic products for dogs and cats.
It’s already on the shelf here, with 5 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with Cat Treats, Lickable, Grain Free, Chicken Puree Recipe, Digestion Support in Cat Treats.
Mill Valley Market stocks cat treats 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 wet cat food in real depth, 74 SKUs against a fleet median of 21, 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 6 of the 6 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 60/100.
the categories it plays in are already deep here.
The full runway
Every category I And Love And You 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 10 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in cat treats. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
I And Love And You’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 →
