Miss Jones Baking Co. 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.
Miss Jones Baking Co. specializes in organic baking mixes and frostings, offering products made with simple, real ingredients for a homemade taste.
It’s already on the shelf here, with 7 SKUs across 4 categories. The growth is depth and breadth: 4 categories to widen and 3 new doors to enter.
Lead with Gluten Free Chocolate Chip Cookie Mix in Cookie Mixes.
Mill Valley Market stocks cookie mixes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Mill Valley Market carries pancake & waffle mix in real depth, 23 SKUs against a fleet median of 11, 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 cookie mixes: Mill Valley Market stocks only 6 there, so Miss Jones Baking Co. Gluten Free Chocolate Chip Cookie Mix stands out rather than blending in. Lead with the cookie mixes, and position the pancake & waffle mix as a finishing or gift item.
Mill Valley Market merchandises 9 of the 9 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin cookie mixes shelf as a point of difference.
The full runway
Every category Miss Jones Baking Co. 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 4 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in cookie mixes. Each dot is a product on the shelf, by its cost per oz (hover for which). Miss Jones Baking Co. (orange) sits well above the shelf.
What to bring to expand
Miss Jones Baking Co.’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 →
