Van Leeuwen 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.
Van Leeuwen is a premium ice cream brand known for its rich and diverse flavors, including both traditional and vegan options.
It’s already on the shelf here, with 8 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Mill Valley Market merchandises 2 of the 4 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
an established national brand with proven demand.
the categories it plays in are already deep here.
The full runway
Every category Van Leeuwen 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 8 of 32 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Van Leeuwen’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 →
