Mi-del 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.
Mi-del isn’t on Mill Valley Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Ginger Snaps, Ginger Flavored, Swedish Style in Packaged Cookies.
Mill Valley Market stocks packaged cookies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
Mill Valley Market carries packaged cookies in real depth, 148 SKUs against a fleet median of 67, 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 2 of the 2 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway
Every category Mi-del 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in packaged cookies. Each dot is a product on the shelf, by its cost per oz (hover for which). Mi-del (orange) sits below the shelf.
What to bring to land
Mi-del’s SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
