Out The Dough 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.
Out the Dough is a California-based brand specializing in vegan and gluten-free cookie creme pies, crafted from scratch in small batches since 2017.
Out The Dough isn’t on Mill Valley Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Chocolate Chip Dough Bitz in Cookie Doughs.
Mill Valley Market stocks cookie doughs thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is cookie doughs: Mill Valley Market stocks only 10 there, so Out the Dough Chocolate Chip Dough Bitz stands out rather than blending in.
Mill Valley Market merchandises 1 of the 2 categories the brand sells.
vegan against the store's assortment lean.
brand excitement 68/100.
enters a thin cookie doughs shelf as a point of difference.
The full runway
Every category Out The Dough 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.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in cookie doughs. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to land
Out The Dough’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 →