Nulo 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.
Nulo isn’t on Mill Valley Market’s shelf yet. The opening: 4 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Freestyle Grain-Free Adult Trim Salmon & Lentils Recipe Dry Cat Food in Dry Cat Food.
Mill Valley Market stocks dry cat food thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
Mill Valley Market carries wet cat food in real depth, 74 SKUs against a fleet median of 21, 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 dry cat food: Mill Valley Market stocks only 9 there, so Nulo Freestyle Grain-Free Adult Trim Salmon & Lentils Recipe Dry Cat Food stands out rather than blending in. Lead with the dry cat food, and position the wet cat food as a finishing or gift item.
Mill Valley Market merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 70/100.
enters a thin dry cat food shelf as a point of difference.
The full runway
Every category Nulo 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in dry cat food. Each dot is a product on the shelf, by its cost per oz (hover for which). Nulo (orange) sits well above the shelf.
What to bring to land
Nulo’s SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
