Izze 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.
Izze is an American brand known for its sparkling juice beverages, founded in 2002 in Boulder, Colorado.
It’s already on the shelf here, with 12 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Sparkling Juice Beverage Blend, Blackberry, No Sugar Added, 6 Cans in Sparkling Juice.
Mill Valley Market stocks sparkling juice thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
Mill Valley Market carries sparkling juice in real depth, 45 SKUs against a fleet median of 13, 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 1 of the 1 category the brand sells.
non-gmo against the store's assortment lean.
an established national brand with proven demand.
the categories it plays in are already deep here.
The full runway
Every category Izze 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 12 of 16 SKUs. Room to widen the line.
How it prices
Where it would price in sparkling juice. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Izze (orange) sits in line with the shelf.
What to bring to expand
Izze’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 →
