Laura Chenel 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.
Laura Chenel is a pioneering American brand known for its artisan goat cheeses, founded in 1979 in Sonoma County, California. The brand is recognized for introducing goat cheese to the U.S.
It’s already on the shelf here, with 7 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Original Fresh Goat Cheese Chabis in Goat Cheese.
Mill Valley Market stocks goat cheese thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 13 other Bay Area grocers.
Mill Valley Market carries goat cheese in real depth, 28 SKUs against a fleet median of 10, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Mill Valley Market merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 65/100.
the categories it plays in are already deep here.
The full runway
Every category Laura Chenel 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 7 of 14 SKUs. Room to widen the line.
How it prices
Where it would price in goat cheese. Each dot is a product on the shelf, by its cost per oz (hover for which). Laura Chenel (orange) sits in line with the shelf.
What to bring to expand
Laura Chenel’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 →
