Contadina at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter, replicated across all 2 stores.
Lead with Pizza Squeeze OrIginal Pizza Sauce in Pizza Sauce.
Berkeley Bowl stocks pizza sauce 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. The more differentiated opening is pizza sauce: Berkeley Bowl stocks only 12 there, so Contadina Pizza Squeeze OrIginal Pizza Sauce stands out rather than blending in. Lead with the pizza sauce, and position the tomato based sauces as a finishing or gift item.
Berkeley Bowl merchandises 7 of the 7 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 40/100.
enters a thin pizza sauce shelf as a point of difference.
The full runway · across 2 stores
Every category Contadina 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 4 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 pizza sauce. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Contadina’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 →
