Field Day at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Field Day is a brand dedicated to providing a variety of organic and natural grocery products, emphasizing quality and sustainability.
It’s already on the shelf here, with 38 SKUs across 27 categories. The growth is depth and breadth: 10 categories to widen and 40 new doors to enter, replicated across all 2 stores.
Lead with Organic Diced Pears in Fruit Snack Cups.
Berkeley Bowl stocks fruit snack cups 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 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. The more differentiated opening is fruit snack cups: Berkeley Bowl stocks only 4 there, so FIELD DAY Organic Diced Pears stands out rather than blending in. Lead with the fruit snack cups, and position the crackers as a finishing or gift item.
Berkeley Bowl merchandises 71 of the 71 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin fruit snack cups shelf as a point of difference.
The full runway · across 2 stores
Every category Field Day 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 6 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
What to bring to expand
Field Day’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 38
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 →
