Lay'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.
Lay's is a leading brand of potato chips, known for its wide variety of flavors and commitment to quality.
It’s already on the shelf here, with 10 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen.
Lead with Baked Potato Crisps, Barbecue Flavored in Potato Chips.
Mill Valley Market stocks potato chips 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.
Mill Valley Market merchandises 2 of the 4 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 50/100.
maps onto categories the store already runs.
The full runway
Every category Lay'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 9 of 59 SKUs. Room to widen the line.
Fully stocked here (1/1 SKUs).
How it prices
Where it would price in potato chips. Each dot is a product on the shelf, by its cost per oz (hover for which). Lay's (orange) sits below the shelf.
What to bring to expand
Lay'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 →
