Reading the shelf…

Shelf playbook

Schär 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.

Schär is a leading brand specializing in gluten-free products, dedicated to providing high-quality options for those with dietary restrictions.

It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 13 new doors to enter.

◆ The wedge · where to start

Lead with Chocolate Thins, Gluten-Free in Packaged Cookies.

Mill Valley Market stocks packaged cookies 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.

Mill Valley Market carries chocolate candies in real depth, 423 SKUs against a fleet median of 159, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.

fit strength / 100

Category fit · 35%89

Mill Valley Market merchandises 17 of the 19 categories the brand sells.

Values match · 25%35

non-gmo, vegan, vegetarian against the store's assortment lean.

Brand pull · 25%60

an established national brand with proven demand.

White space · 15%30

the categories it plays in are already deep here.

The full runway

Every category Schär 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.

Packaged CookiesDeepen

On shelf here, but only 3 of 7 SKUs. Room to widen the line.

Mill Valley Market depth 148 SKUs (fleet median 67)Schär here 3/7

up against: pepperidge farm 17, loacker 15, tate's 12, walker's 8, bahlsen 7

CrackersExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 179 SKUs

How it prices

Where it would price in packaged cookies. Each dot is a product on the shelf, by its cost per oz (hover for which). Schär (orange) sits above the shelf.

shelf median $1.17/oz

What to bring to expand

Schär’s SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Schär Gluten-Free Table Crackers

$6.69$0.93/ozat 9 grocers

Schär Bread Crumbs, Gluten-Free

$4.79$0.54/ozat 7 grocers

Schär Gluten-Free Artisan Baker Soft and Airy White Bread

$8.99$0.64/oz

Already on the shelf

Schär Chocolate Thins, Gluten-Free

$6.99

Schär Wafers, Gluten-Free, Vanilla

$5.89

Schär Gluten-Free Cocoa Wafers

$5.89

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 →

Other BreadsExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 12 SKUs (fleet median 9)Schär here 0/2

up against: acme bread company 2, mestemacher 2, the new leaf bakery 2, greenlee's 1, ines rosales usa llc 1

Whole Grain BreadExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 21 SKUs (fleet median 11)Schär here 0/2

up against: oroweat 7, dave's killer bread 5, whole grain natural bread co. 2, canyon bakehouse 1, equii 1

Chocolate CandiesExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 423 SKUs (fleet median 159)Schär here 0/1

up against: chocolove 27, ritter sport 19, l'amourette 17, lindt lindor 16, endangered species 13

Frozen Puff PastryExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 3 SKUs (fleet median 2)Schär here 0/1

up against: pepperidge farm 2, dufour pastry kitchens 1

Hamburger BunsExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 17 SKUs (fleet median 6)Schär here 0/1

up against: oroweat 3, st pierre 3, athens baking co. 2, dave's killer bread 2, alfaro's 1

Hot Dog BunsExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 7 SKUs (fleet median 3)Schär here 0/1

up against: alfaro's 2, athens baking company, inc 1, bakerly 1, euroclassic 1, oroweat 1

MuffinsExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 12 SKUs (fleet median 9.5)Schär here 0/1

up against: café valley bakery 9, ann marie's 1, csm bakery 1

White BreadExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 10 SKUs (fleet median 8.5)Schär here 0/1

up against: oroweat 3, dave's killer bread 2, alfaro's 1, canyon bakehouse 1, mestemacher 1

Graham CrackersExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 4 SKUs (fleet median 4.5)Schär here 0/1

up against: honey maid 2, annie's 1, nairn's 1

BagelsExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 18 SKUs (fleet median 12)Schär here 0/1

up against: odd bagel 4, thomas’ 4, boichik bagels 3, wise sons 3, o'doughs 1

BaguettesExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 4 SKUs (fleet median 6)Schär here 0/1

up against: acme bread company 2, la brea bakery-take & bake 1, semifreddi’s 1

Bread CrumbsExtend

Already stocked here in other categories, so this one is a natural extension.

Mill Valley Market depth 14 SKUs (fleet median 6)Schär here 0/1

up against: progresso 5, aleia's 2, edward & sons 2, kikkoman 2, kooshy 2

Ciabatta BreadThin shelf

The store barely carries this category, so it is a hard sell.

Mill Valley Market depth 2 SKUs (fleet median 2)Schär here 0/1

up against: acme bread company 1, semifreddi’s 1

Frozen CroissantsThin shelf

The store barely carries this category, so it is a hard sell.

Mill Valley Market depth 1 SKUs (fleet median 1)Schär here 0/1

up against: boulangerie solignac 1

Animal CrackersThin shelf

The store barely carries this category, so it is a hard sell.

Mill Valley Market depth 0 SKUs (fleet median 2)Schär here 0/1

Packaged MuffinsThin shelf

The store barely carries this category, so it is a hard sell.

Mill Valley Market depth 0 SKUs (fleet median 2)Schär here 0/1

Pizza CrustThin shelf

The store barely carries this category, so it is a hard sell.

Mill Valley Market depth 1 SKUs (fleet median 1)Schär here 0/1

up against: vicolo 1