Pepperidge 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.
Pepperidge Farm is a well-known brand specializing in cookies and crackers. It offers a variety of baked snacks, including the popular Goldfish crackers and Milano cookies.
It’s already on the shelf here, with 22 SKUs across 4 categories. The growth is depth and breadth: 2 categories to widen and 8 new doors to enter.
Lead with Peach Turnovers Pastries in Frozen Dessert Pastries.
Mill Valley Market stocks frozen dessert pastries thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Mill Valley Market carries crackers in real depth, 179 SKUs against a fleet median of 85, 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 frozen dessert pastries: Mill Valley Market stocks only 2 there, so Pepperidge Farm Peach Turnovers Pastries stands out rather than blending in. Lead with the frozen dessert pastries, and position the crackers as a finishing or gift item.
Mill Valley Market merchandises 13 of the 15 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin frozen dessert pastries shelf as a point of difference.
The full runway
Every category Pepperidge 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 17 of 39 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Pepperidge 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 →
