Wholesome 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.
Wholesome Sweeteners is a prominent provider of organic, Fair Trade Certified, and non-GMO sweeteners, including a variety of sugars, syrups, and honeys.
It’s already on the shelf here, with 6 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen and 6 new doors to enter.
Lead with Blue Agave, Organic, 100% Pure in Agave Syrup.
Mill Valley Market stocks agave syrup thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Mill Valley Market carries packaged cookies in real depth, 148 SKUs against a fleet median of 67, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is agave syrup: Mill Valley Market stocks only 3 there, so Wholesome Blue Agave, Organic, 100% Pure stands out rather than blending in. Lead with the agave syrup, and position the packaged cookies as a finishing or gift item.
Mill Valley Market merchandises 12 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin agave syrup shelf as a point of difference.
The full runway
Every category Wholesome 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 6 SKUs. Room to widen the line.
On shelf here, but only 1 of 7 SKUs. Room to widen the line.
How it prices
Where it would price in agave syrup. Each dot is a product on the shelf, by its cost per oz (hover for which). Wholesome (orange) sits in line with the shelf.
What to bring to expand
Wholesome’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 →
