Jelly Belly 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 22 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 2 new doors to enter.
Lead with Jelly Beans, Sours in Sour Candy.
Mill Valley Market stocks sour candy 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 chocolate candies in real depth, 423 SKUs against a fleet median of 159, 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 sour candy: Mill Valley Market stocks only 14 there, so Jelly Belly Jelly Beans, Sours stands out rather than blending in. Lead with the sour candy, and position the chocolate candies as a finishing or gift item.
Mill Valley Market merchandises 6 of the 6 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
enters a thin sour candy shelf as a point of difference.
The full runway
Every category Jelly Belly 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 13 of 38 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in sour candy. Each dot is a product on the shelf, by its cost per oz (hover for which). Jelly Belly (orange) sits above the shelf.
What to bring to expand
Jelly Belly’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 →
