Yasso 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.
Yasso is a brand specializing in frozen Greek yogurt desserts, offering a healthier alternative to traditional ice cream with more protein and fewer calories.
It’s already on the shelf here, with 5 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen.
Lead with Mint Chocolate Chip Frozen Greek Yogurt Bars in Frozen Yogurt.
Mill Valley Market stocks frozen yogurt thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
Mill Valley Market carries frozen desserts in real depth, 33 SKUs against a fleet median of 15.5, 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 frozen yogurt: Mill Valley Market stocks only 5 there, so Yasso Mint Chocolate Chip Frozen Greek Yogurt Bars stands out rather than blending in. Lead with the frozen yogurt, and position the frozen desserts as a finishing or gift item.
Mill Valley Market merchandises 2 of the 3 categories the brand sells.
no strong clean/diet signal either way.
an established national brand with proven demand.
enters a thin frozen yogurt shelf as a point of difference.
The full runway
Every category Yasso 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 4 of 23 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in frozen yogurt. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Yasso (orange) sits in line with the shelf.
What to bring to expand
Yasso’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 →
