Nixie 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.
Nixie Sparkling Water is a brand that offers organic, zero-calorie, and zero-sugar sparkling waters and sodas, founded in 2019 by Nicole Bernard Dawes.
It’s already on the shelf here, with 8 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Cherry Cola, Organic Zero Sugar Soda in Cola.
Mill Valley Market stocks cola thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
Mill Valley Market carries sparkling water in real depth, 142 SKUs against a fleet median of 46.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Mill Valley Market merchandises 5 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
the categories it plays in are already deep here.
The full runway
Every category Nixie 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 22 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in cola. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Nixie (orange) sits well above the shelf.
What to bring to expand
Nixie’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 →
