The New Leaf Bakery 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 6 SKUs across 5 categories. The growth is depth and breadth: 1 category to widen.
Lead with Flaxseed & Quinoa Bread in Other Breads.
Mill Valley Market stocks other breads 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 other breads: Mill Valley Market stocks only 12 there, so The New Leaf Bakery Flaxseed & Quinoa Bread stands out rather than blending in.
Mill Valley Market merchandises 5 of the 6 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 60/100.
enters a thin other breads shelf as a point of difference.
The full runway
Every category The New Leaf Bakery 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.
Fully stocked here (1/1 SKUs).
How it prices
Where it would price in other breads. Each dot is a product on the shelf, by its cost per oz (hover for which). The New Leaf Bakery (orange) sits well above the shelf.
What to bring to expand
The New Leaf Bakery’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 →
