Amylu at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Amylu is a brand specializing in all-natural chicken-based products, including sausages, burgers, and meatballs.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 6 new doors to enter, replicated across all 2 stores.
Lead with Sea Salt & Cracked Black Pepper Chicken Meatballs in Prepared Meatballs.
Berkeley Bowl stocks prepared meatballs 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.
Berkeley Bowl carries other sausage in real depth, 55 SKUs against a fleet median of 7, 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 prepared meatballs: Berkeley Bowl stocks only 3 there, so Amylu Sea Salt & Cracked Black Pepper Chicken Meatballs stands out rather than blending in. Lead with the prepared meatballs, and position the other sausage as a finishing or gift item.
Berkeley Bowl merchandises 8 of the 12 categories the brand sells.
organic against the store's assortment lean.
brand excitement 50/100.
enters a thin prepared meatballs shelf as a point of difference.
The full runway · across 2 stores
Every category Amylu plays in across the Bay Area grocers we track, and where it stands at Berkeley Bowl. 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 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
What to bring to expand
Amylu’s SKUs Berkeley Bowl 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 Berkeley Bowl’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. Berkeley Bowl profile →
