Tofurky 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.
Tofurky is a brand specializing in plant-based meat alternatives, offering a variety of products such as sausages, chick'n, and deli slices.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 4 new doors to enter.
Lead with Plant-Based Chick'n Barbecue in Vegetarian Chicken Substitutes.
Mill Valley Market stocks vegetarian chicken substitutes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is vegetarian chicken substitutes: Mill Valley Market stocks only 1 there, so Tofurky Plant-Based Chick'n Barbecue stands out rather than blending in.
Mill Valley Market merchandises 6 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 65/100.
enters a thin vegetarian chicken substitutes shelf as a point of difference.
The full runway
Every category Tofurky 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 1 of 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Tofurky’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 →
