Edward & Sons at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Edward & Sons is a family-owned, women-led company that specializes in natural and organic vegetarian foods.
It’s already on the shelf here, with 14 SKUs across 6 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter, replicated across all 2 stores.
Lead with Bouillon Cubes in Boullions.
Berkeley Bowl stocks boullions thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
Berkeley Bowl carries crackers in real depth, 267 SKUs against a fleet median of 85, 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 10 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
the categories it plays in are already deep here.
The full runway · across 2 stores
Every category Edward & Sons 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 4 of 7 SKUs. Room to widen the line.
On shelf here, but only 3 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in boullions. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Edward & Sons’ 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 →
