Birdie & Louie at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Birdie & Louie is a premium pet food brand based in Wetumpka, Alabama, specializing in high-quality wet and dry foods for dogs and cats.
It’s already on the shelf here, with 14 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 1 new door to enter, replicated across all 2 stores.
Lead with Birdie and Louie Chicken Meal & Brown Rice Recipe Dry Cat Food in Dry Cat Food.
Berkeley Bowl stocks dry cat food thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Berkeley Bowl carries wet cat food in real depth, 77 SKUs against a fleet median of 21, 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 dry cat food: Berkeley Bowl stocks only 10 there, so Birdie and Louie Chicken Meal & Brown Rice Recipe Dry Cat Food stands out rather than blending in. Lead with the dry cat food, and position the wet cat food as a finishing or gift item.
Berkeley Bowl merchandises 5 of the 5 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin dry cat food shelf as a point of difference.
The full runway · across 2 stores
Every category Birdie & Louie 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 7 of 8 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in dry cat food. Each dot is a product on the shelf, by its cost per oz (hover for which). Birdie & Louie (orange) sits above the shelf.
What to bring to expand
Birdie & Louie’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 →
