Muir Glen 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.
Muir Glen is a brand known for its organic tomato products, including a variety of canned and jarred tomatoes, sauces, salsas, and ketchup.
It’s already on the shelf here, with 17 SKUs across 7 categories. The growth is depth and breadth: 4 categories to widen and 2 new doors to enter.
Lead with Crushed Fire Roasted Tomatoes in Canned Crushed Tomatoes.
Mill Valley Market stocks canned crushed tomatoes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is canned crushed tomatoes: Mill Valley Market stocks only 11 there, so Muir Glen Crushed Fire Roasted Tomatoes stands out rather than blending in.
Mill Valley Market merchandises 9 of the 9 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin canned crushed tomatoes shelf as a point of difference.
The full runway
Every category Muir Glen 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 6 of 9 SKUs. Room to widen the line.
On shelf here, but only 3 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in canned crushed tomatoes. Each dot is a product on the shelf, by its cost per oz (hover for which). Muir Glen (orange) sits above the shelf.
What to bring to expand
Muir Glen’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 →
