Illy 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 6 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 1 new door to enter.
Lead with Dark Roast K-Cups in Coffee Pods.
Mill Valley Market stocks coffee pods 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 coffee pods: Mill Valley Market stocks only 11 there, so illy Dark Roast K-Cups stands out rather than blending in.
Mill Valley Market merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin coffee pods shelf as a point of difference.
The full runway
Every category Illy 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 4 of 6 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
What to bring to expand
Illy’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 →
