Kind 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.
KIND Snacks is an American snack food company founded in 2004, known for its health-conscious products.
It’s already on the shelf here, with 33 SKUs across 6 categories. The growth is depth and breadth: 6 categories to widen and 1 new door to enter.
Lead with Breakfast Cereal Bars, Gluten Free Snacks, Peanut Butter, 9.3oz Box (6 Bars) in Cereal Bars.
Mill Valley Market stocks cereal bars thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
Mill Valley Market carries ice cream in real depth, 324 SKUs against a fleet median of 130, 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 cereal bars: Mill Valley Market stocks only 2 there, so KIND Breakfast Cereal Bars, Gluten Free Snacks, Peanut Butter, 9.3oz Box (6 Bars) stands out rather than blending in. Lead with the cereal bars, and position the ice cream as a finishing or gift item.
Mill Valley Market merchandises 7 of the 7 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 70/100.
enters a thin cereal bars shelf as a point of difference.
The full runway
Every category Kind 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 15 of 47 SKUs. Room to widen the line.
On shelf here, but only 6 of 11 SKUs. Room to widen the line.
What to bring to expand
Kind’s SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 33
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 →
