Kinder'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.
Kinder's is a brand specializing in a wide range of seasonings, dry rubs, and BBQ sauces designed to enhance the flavor of various dishes.
It’s already on the shelf here, with 6 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 12 new doors to enter.
Lead with Marinades & Meat Preparation Teriyaki Sauce Glaze & Marinade in Teriyaki Sauces.
Mill Valley Market stocks teriyaki sauces 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 hot sauces in real depth, 58 SKUs against a fleet median of 27.5, 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 teriyaki sauces: Mill Valley Market stocks only 11 there, so Kinder's Marinades & Meat Preparation Teriyaki Sauce Glaze & Marinade stands out rather than blending in. Lead with the teriyaki sauces, and position the hot sauces as a finishing or gift item.
Mill Valley Market merchandises 17 of the 17 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
an established national brand with proven demand.
enters a thin teriyaki sauces shelf as a point of difference.
The full runway
Every category Kinder'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 5 of 28 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in teriyaki sauces. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Kinder'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 →
