Nancy'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.
Nancy's is a pioneering brand of cultured dairy and non-dairy products, known for its commitment to quality and health.
It’s already on the shelf here, with 5 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 6 new doors to enter.
Lead with Low Fat Cottage Cheese in Cottage Cheese.
Mill Valley Market stocks cottage cheese 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.
The more differentiated opening is cottage cheese: Mill Valley Market stocks only 13 there, so Nancy's Low Fat Cottage Cheese stands out rather than blending in.
Mill Valley Market merchandises 9 of the 10 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 45/100.
enters a thin cottage cheese shelf as a point of difference.
The full runway
Every category Nancy'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 2 of 13 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 cottage cheese. Each dot is a product on the shelf, by its cost per oz (hover for which). Nancy's (orange) sits well above the shelf.
What to bring to expand
Nancy'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 →
