Iams 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.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with PROACTIVE HEALTH Adult Healthy Dry Cat Food with Chicken Cat Kibble, 3.5 lb. Bag in Dry Cat Food.
Mill Valley Market stocks dry cat food thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is dry cat food: Mill Valley Market stocks only 9 there, so IAMS PROACTIVE HEALTH Adult Healthy Dry Cat Food with Chicken Cat Kibble, 3.5 lb. Bag stands out rather than blending in.
Mill Valley Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin dry cat food shelf as a point of difference.
The full runway
Every category Iams 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 1 of 6 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in dry cat food. Each dot is a product on the shelf, by its cost per oz (hover for which). Iams (orange) sits above the shelf.
What to bring to expand
Iams’ 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 →
