Simply Organic 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.
Simply Organic is a brand dedicated to providing certified organic spices, seasonings, and baking flavors.
It’s already on the shelf here, with 17 SKUs across 14 categories. The growth is depth and breadth: 6 categories to widen and 24 new doors to enter.
Lead with Seasoning Mix, Cilantro Lime in Dried Cilantro.
Mill Valley Market stocks dried cilantro 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 dried cilantro: Mill Valley Market stocks only 1 there, so Simply Organic Seasoning Mix, Cilantro Lime stands out rather than blending in.
Mill Valley Market merchandises 46 of the 46 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin dried cilantro shelf as a point of difference.
The full runway
Every category Simply Organic 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 8 SKUs. Room to widen the line.
What to bring to expand
Simply Organic’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 →
