Amy's Kitchen at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Amy's Kitchen is a family-owned American company that specializes in organic and non-GMO convenience and frozen foods.
It’s already on the shelf here, with 99 SKUs across 18 categories. The growth is depth and breadth: 10 categories to widen and 4 new doors to enter, replicated across all 2 stores.
Lead with California Breakfast Scramble in Other Frozen Breakfast.
Berkeley Bowl stocks other frozen breakfast thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
Berkeley Bowl carries chocolate candies in real depth, 407 SKUs against a fleet median of 159, 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 other frozen breakfast: Berkeley Bowl stocks only 8 there, so Amy's Kitchen California Breakfast Scramble stands out rather than blending in. Lead with the other frozen breakfast, and position the chocolate candies as a finishing or gift item.
Berkeley Bowl merchandises 22 of the 22 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin other frozen breakfast shelf as a point of difference.
The full runway · across 2 stores
Every category Amy's Kitchen 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 26 of 35 SKUs. Room to widen the line.
On shelf here, but only 16 of 21 SKUs. Room to widen the line.
What to bring to expand
Amy's Kitchen’s SKUs Berkeley Bowl doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 99
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 →
