Tostitos 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.
Tostitos is a well-known American brand that specializes in tortilla chips and dips, such as salsa and queso.
It’s already on the shelf here, with 6 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Queso Blanco Dip, Medium in Shelf Stable Queso Dip.
Mill Valley Market stocks shelf stable queso dip 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 shelf stable queso dip: Mill Valley Market stocks only 3 there, so Tostitos Queso Blanco Dip, Medium stands out rather than blending in.
Mill Valley Market merchandises 3 of the 4 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin shelf stable queso dip shelf as a point of difference.
The full runway
Every category Tostitos 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 22 SKUs. Room to widen the line.
On shelf here, but only 2 of 5 SKUs. Room to widen the line.
What to bring to expand
Tostitos’ 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 →
