Chosen Foods at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Chosen Foods is a brand that specializes in avocado oil and avocado oil-based products.
It’s already on the shelf here, with 9 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen and 6 new doors to enter, replicated across all 2 stores.
Lead with Steakhouse Caesar Dressing and Dip in Caesar Dressing.
Berkeley Bowl stocks caesar dressing 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 olive oils in real depth, 152 SKUs against a fleet median of 31, 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 caesar dressing: Berkeley Bowl stocks only 12 there, so Chosen Foods Steakhouse Caesar Dressing and Dip stands out rather than blending in. Lead with the caesar dressing, and position the olive oils as a finishing or gift item.
Berkeley Bowl merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin caesar dressing shelf as a point of difference.
The full runway · across 2 stores
Every category Chosen Foods 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 10 SKUs. Room to widen the line.
How it prices
Where it would price in caesar dressing. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Chosen Foods (orange) sits above the shelf.
What to bring to expand
Chosen Foods’ 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 →
