Progresso 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.
Progresso is a well-established brand known for its high-quality canned soups and traditional recipes.
It’s already on the shelf here, with 27 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Garlic and Herb Bread Crumbs in Bread Crumbs.
Mill Valley Market stocks bread crumbs thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is bread crumbs: Mill Valley Market stocks only 14 there, so Progresso Garlic and Herb Bread Crumbs stands out rather than blending in.
Mill Valley Market merchandises 7 of the 7 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin bread crumbs shelf as a point of difference.
The full runway
Every category Progresso 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 19 of 58 SKUs. Room to widen the line.
On shelf here, but only 5 of 7 SKUs. Room to widen the line.
How it prices
Where it would price in bread crumbs. Each dot is a product on the shelf, by its cost per oz (hover for which). Progresso (orange) sits below the shelf.
What to bring to expand
Progresso’s SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 27
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 →
