Kraft 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.
Kraft is a well-known brand specializing in cheese and prepared foods, offering a variety of products that cater to different meal occasions.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 14 new doors to enter.
Lead with Grated Parmesan Cheese in Parmesan.
Mill Valley Market stocks parmesan thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is parmesan: Mill Valley Market stocks only 9 there, so Kraft Grated Parmesan Cheese stands out rather than blending in.
Mill Valley Market merchandises 22 of the 23 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin parmesan shelf as a point of difference.
The full runway
Every category Kraft 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.
How it prices
Where it would price in parmesan. Each dot is a product on the shelf, by its cost per oz (hover for which). Kraft (orange) sits well above the shelf.
What to bring to expand
Kraft’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 →
