Simple Mills 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.
Simple Mills is a Chicago-based food brand that specializes in creating better-for-you snacks and baking mixes using whole-food ingredients.
It’s already on the shelf here, with 16 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 8 new doors to enter.
Lead with Almond Flour Chocolate Chip Cookie Baking Mix in Cookie Mixes.
Mill Valley Market stocks cookie mixes 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 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 cookie mixes: Mill Valley Market stocks only 6 there, so Simple Mills Almond Flour Chocolate Chip Cookie Baking Mix stands out rather than blending in. Lead with the cookie mixes, and position the crackers as a finishing or gift item.
Mill Valley Market merchandises 14 of the 16 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin cookie mixes shelf as a point of difference.
The full runway
Every category Simple Mills 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 8 of 20 SKUs. Room to widen the line.
On shelf here, but only 4 of 16 SKUs. Room to widen the line.
How it prices
Where it would price in cookie mixes. Each dot is a product on the shelf, by its cost per oz (hover for which). Simple Mills (orange) sits well above the shelf.
What to bring to expand
Simple Mills’ 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 →
