Bonne Maman at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Bonne Maman is a French brand celebrated for its traditional, homemade-style jams, marmalades, and desserts.
It’s already on the shelf here, with 31 SKUs across 8 categories. The growth is depth and breadth: 4 categories to widen and 2 new doors to enter, replicated across all 2 stores.
Lead with Cherry Pie Filling in Pie Fillings.
Berkeley Bowl stocks pie fillings 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 fruit spreads in real depth, 96 SKUs against a fleet median of 15, 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 pie fillings: Berkeley Bowl stocks only 6 there, so Bonne Maman Cherry Pie Filling stands out rather than blending in. Lead with the pie fillings, and position the fruit spreads as a finishing or gift item.
Berkeley Bowl merchandises 10 of the 10 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin pie fillings shelf as a point of difference.
The full runway · across 2 stores
Every category Bonne Maman 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 13 of 20 SKUs. Room to widen the line.
On shelf here, but only 4 of 9 SKUs. Room to widen the line.
How it prices
Where it would price in pie fillings. Each dot is a product on the shelf, by its cost per oz (hover for which). Bonne Maman (orange) sits well above the shelf.
What to bring to expand
Bonne Maman’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 31
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 →
