Mount Hagen 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.
Lead with Coffee, Organic, Fairtrade, Instant, Freeze-Dried in Instant Coffee.
Mill Valley Market stocks instant coffee thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
The more differentiated opening is instant coffee: Mill Valley Market stocks only 7 there, so Mount Hagen Coffee, Organic, Fairtrade, Instant, Freeze-Dried stands out rather than blending in.
Mill Valley Market merchandises 1 of the 2 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 55/100.
enters a thin instant coffee shelf as a point of difference.
The full runway
Every category Mount Hagen 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 5 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in instant coffee. Each dot is a product on the shelf, by its cost per oz (hover for which). Mount Hagen (orange) sits above the shelf.
What to bring to expand
Mount Hagen’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 →
