The Daily Crave 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.
The Daily Crave is a snack brand specializing in a variety of chips and crunchy snacks made from wholesome ingredients.
It’s already on the shelf here, with 5 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Bourbon BBQ Flavored Quinoa Chips in Grain Chips.
Mill Valley Market stocks grain chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is grain chips: Mill Valley Market stocks only 8 there, so The Daily Crave Bourbon BBQ Flavored Quinoa Chips stands out rather than blending in.
Mill Valley Market merchandises 4 of the 4 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin grain chips shelf as a point of difference.
The full runway
Every category The Daily Crave 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 3 of 9 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in grain chips. Each dot is a product on the shelf, by its cost per oz (hover for which). The Daily Crave (orange) sits well above the shelf.
What to bring to expand
The Daily Crave’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 →
