Rebel 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.
Rebel isn’t on Mill Valley Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Smoked Cheddar Cheese in Cheddar.
Mill Valley Market stocks cheddar 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.
Mill Valley Market carries ice cream in real depth, 324 SKUs against a fleet median of 130, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Mill Valley Market merchandises 2 of the 2 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
brand excitement 80/100.
the categories it plays in are already deep here.
The full runway
Every category Rebel 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.
How it prices
Where it would price in cheddar. Each dot is a product on the shelf, by its cost per oz (hover for which). Rebel (orange) sits well above the shelf.
What to bring to land
Rebel’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 →
