The Graceful Cookie 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.
It’s already on the shelf here, with 8 SKUs across 5 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Pumpkin Chocolate Chip Cookie in Chocolate Chip Cookies.
Mill Valley Market stocks chocolate chip 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.
The more differentiated opening is chocolate chip cookies: Mill Valley Market stocks only 9 there, so The Graceful Cookie Pumpkin Chocolate Chip Cookie stands out rather than blending in.
Mill Valley Market merchandises 6 of the 6 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 55/100.
enters a thin chocolate chip cookies shelf as a point of difference.
The full runway
Every category The Graceful Cookie 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 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in chocolate chip cookies. Each dot is a product on the shelf, by its cost per fl oz (hover for which). The Graceful Cookie (orange) sits in line with the shelf.
What to bring to expand
The Graceful Cookie’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 →
