Mackays 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.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with World Market Mackays Lime Curd in Fruit Curds.
Mill Valley Market stocks fruit curds 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 fruit preserves in real depth, 30 SKUs against a fleet median of 11.5, 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 fruit curds: Mill Valley Market stocks only 3 there, so World Market Mackays Lime Curd stands out rather than blending in. Lead with the fruit curds, and position the fruit preserves as a finishing or gift item.
Mill Valley Market merchandises 3 of the 3 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 50/100.
enters a thin fruit curds shelf as a point of difference.
The full runway
Every category Mackays 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 1 of 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Mackays’ 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 →
