Bianco Dinapoli at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Bianco DiNapoli is an American brand that specializes in organic canned tomato products, founded in 2010 through a collaboration between tomato processor Rob DiNapoli and chef Chris Bianco.
It’s already on the shelf here, with 9 SKUs across 6 categories. The growth is depth and breadth: 2 categories to widen, replicated across all 2 stores.
Lead with Whole Organic Tomatoes in Canned Whole Tomatoes.
Berkeley Bowl stocks canned whole tomatoes 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 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.
Berkeley Bowl merchandises 6 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
the categories it plays in are already deep here.
The full runway · across 2 stores
Every category Bianco Dinapoli 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 1 of 3 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 canned whole tomatoes. Each dot is a product on the shelf, by its cost per oz (hover for which). Bianco Dinapoli (orange) sits in line with the shelf.
What to bring to expand
Bianco Dinapoli’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 →
