Reading the shelf…
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Appel isn’t on Berkeley Bowl’s shelf yet in any of its 2 stores. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Herring Filets in Dill Kraueter Creme in Canned Herring.
Berkeley Bowl stocks canned herring 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 canned seafood in real depth, 28 SKUs against a fleet median of 4, 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 canned herring: Berkeley Bowl stocks only 9 there, so Appel Herring Filets in Dill Kraueter Creme stands out rather than blending in. Lead with the canned herring, and position the other canned seafood as a finishing or gift item.
Berkeley Bowl merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin canned herring shelf as a point of difference.
Every category Appel 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Where it would price in canned herring. Each dot is a product on the shelf, by its cost per oz (hover for which).
Appel’s SKUs Berkeley Bowl doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →