Siete 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.
Siete Foods is a Mexican-American brand that specializes in grain-free and dairy-free products inspired by traditional Mexican cuisine.
It’s already on the shelf here, with 5 SKUs across 4 categories. The growth is depth and breadth: 4 categories to widen and 14 new doors to enter.
Lead with Tortillas, Grain Free, Cassava Flour in Grain-Free Tortillas.
Mill Valley Market stocks grain-free tortillas thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
Mill Valley Market carries packaged cookies in real depth, 148 SKUs against a fleet median of 67, 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 grain-free tortillas: Mill Valley Market stocks only 2 there, so Siete Tortillas, Grain Free, Cassava Flour stands out rather than blending in. Lead with the grain-free tortillas, and position the packaged cookies as a finishing or gift item.
Mill Valley Market merchandises 20 of the 23 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 85/100.
enters a thin grain-free tortillas shelf as a point of difference.
The full runway
Every category Siete 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 2 of 12 SKUs. Room to widen the line.
On shelf here, but only 1 of 14 SKUs. Room to widen the line.
What to bring to expand
Siete’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 →
