Barilla at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Barilla is a renowned Italian brand specializing in a wide range of pasta and sauces.
It’s already on the shelf here, with 20 SKUs across 15 categories. The growth is depth and breadth: 7 categories to widen and 4 new doors to enter, replicated across all 2 stores.
Lead with Wavy Lasagne - Non-GMO Pasta Made with Durum Wheat Semolina & Kosher Certified in Lasagna Pasta.
Berkeley Bowl stocks lasagna pasta thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Berkeley Bowl carries tomato based sauces in real depth, 133 SKUs against a fleet median of 44, 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 lasagna pasta: Berkeley Bowl stocks only 4 there, so Barilla Wavy Lasagne - Non-GMO Pasta Made with Durum Wheat Semolina & Kosher Certified stands out rather than blending in. Lead with the lasagna pasta, and position the tomato based sauces as a finishing or gift item.
Berkeley Bowl merchandises 20 of the 22 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin lasagna pasta shelf as a point of difference.
The full runway · across 2 stores
Every category Barilla 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 8 SKUs. Room to widen the line.
On shelf here, but only 2 of 5 SKUs. Room to widen the line.
What to bring to expand
Barilla’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 →
