Zoup! 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.
Zoup! is a specialty food brand known for its premium broths and soups, originating from its fast-casual restaurant chain, Zoup! Eatery.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Broth, Savory in Vegetable Broth.
Mill Valley Market stocks vegetable broth thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is vegetable broth: Mill Valley Market stocks only 11 there, so Zoup! Broth, Savory stands out rather than blending in.
Mill Valley Market merchandises 5 of the 5 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin vegetable broth shelf as a point of difference.
The full runway
Every category Zoup! 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 5 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in vegetable broth. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
What to bring to expand
Zoup!’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 →
