Minor Figures 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.
Minor Figures is a brand specializing in plant-based milk products, particularly oat milk designed for coffee enthusiasts.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Barista Oat Milk Carton in Oat Milk.
Mill Valley Market stocks oat milk 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 merchandises 2 of the 2 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 85/100.
maps onto categories the store already runs.
The full runway
Every category Minor Figures 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 2 of 6 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in oat milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Minor Figures (orange) sits above the shelf.
What to bring to expand
Minor Figures’ 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 →
