Mott'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.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 5 new doors to enter.
Lead with No Sugar Added Applesauce in Applesauce.
Mill Valley Market stocks applesauce thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Mill Valley Market carries fruit juice & blends in real depth, 94 SKUs against a fleet median of 39, 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 applesauce: Mill Valley Market stocks only 13 there, so Mott's No Sugar Added Applesauce stands out rather than blending in. Lead with the applesauce, and position the fruit juice & blends as a finishing or gift item.
Mill Valley Market merchandises 6 of the 6 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 30/100.
enters a thin applesauce shelf as a point of difference.
The full runway
Every category Mott'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 1 of 10 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 applesauce. Each dot is a product on the shelf, by its cost per oz (hover for which). Mott's (orange) sits in line with the shelf.
What to bring to expand
Mott'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 →
