Papalote 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.
Papalote is a salsa brand that originated from Papalote Mexican Grill in San Francisco's Mission District.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: .
Mill Valley Market merchandises 1 of the 1 category the brand sells.
vegetarian against the store's assortment lean.
brand excitement 60/100.
maps onto categories the store already runs.
The full runway
Every category Papalote 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.
Fully stocked here (4/4 SKUs).
How it prices
Where it would price in salsas. Each dot is a product on the shelf, by its cost per oz (hover for which). Papalote (orange) sits well above the shelf.
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 →
