Once Upon A Farm 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.
Once Upon a Farm is a brand specializing in organic, non-GMO snacks and meals for babies, toddlers, and children.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 7 new doors to enter.
Lead with Organic Baby Puffs Strawberry, Sweet Potato & Coconut in Baby Snacks.
Mill Valley Market stocks baby snacks 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.
Mill Valley Market carries other snack bars in real depth, 50 SKUs against a fleet median of 23, 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 9 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
the categories it plays in are already deep here.
The full runway
Every category Once Upon A Farm 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 3 of 15 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in baby snacks. Each dot is a product on the shelf, by its cost per oz (hover for which). Once Upon A Farm (orange) sits well above the shelf.
What to bring to expand
Once Upon A Farm’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 →
