Organic Valley® 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.
Organic Valley®: Organic Valley is the largest farmer-owned organic cooperative in North America, specializing in a wide range of organic food products.
It’s already on the shelf here, with 24 SKUs across 13 categories. The growth is depth and breadth: 8 categories to widen and 18 new doors to enter.
Lead with Fat Free Lactose Free Milk in Lactose-Free Milk.
Mill Valley Market stocks lactose-free milk 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 lactose-free milk: Mill Valley Market stocks only 6 there, so Organic Valley® Fat Free Lactose Free Milk stands out rather than blending in.
Mill Valley Market merchandises 33 of the 35 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 60/100.
enters a thin lactose-free milk shelf as a point of difference.
The full runway
Every category Organic Valley® 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 7 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in lactose-free milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Organic Valley® (orange) sits well above the shelf.
What to bring to expand
Organic Valley®’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 →
