Justin's 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.
Justin's is an American brand known for its natural and organic nut butters and confections, founded in 2004 in Boulder, Colorado.
It’s already on the shelf here, with 10 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 1 new door to enter.
Lead with 1.15 oz Honey Almond Butter, 1.15 OZ in Almond Butter.
Mill Valley Market stocks almond butter thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 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 almond butter: Mill Valley Market stocks only 12 there, so Justin's 1.15 oz Honey Almond Butter, 1.15 OZ stands out rather than blending in. Lead with the almond butter, and position the chocolate candies as a finishing or gift item.
Mill Valley Market merchandises 7 of the 7 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 70/100.
enters a thin almond butter shelf as a point of difference.
The full runway
Every category Justin's 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 6 of 15 SKUs. Room to widen the line.
On shelf here, but only 2 of 9 SKUs. Room to widen the line.
How it prices
Where it would price in almond butter. Each dot is a product on the shelf, by its cost per oz (hover for which). Justin's (orange) sits below the shelf.
What to bring to expand
Justin'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 →
