Fillo's at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Fillo's offers a range of ready-to-eat tamales and bean dishes that emphasize simple, plant-based ingredients and authentic flavors.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter, replicated across all 2 stores.
Lead with Walking Tamales in Prepared Tamales.
Berkeley Bowl stocks prepared tamales thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Berkeley Bowl carries other deli meals and sides in real depth, 47 SKUs against a fleet median of 9.5, 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 prepared tamales: Berkeley Bowl stocks only 13 there, so Fillo's Walking Tamales stands out rather than blending in. Lead with the prepared tamales, and position the other deli meals and sides as a finishing or gift item.
Berkeley Bowl merchandises 6 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 65/100.
enters a thin prepared tamales shelf as a point of difference.
The full runway · across 2 stores
Every category Fillo's 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 2 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 prepared tamales. Each dot is a product on the shelf, by its cost per oz (hover for which). Fillo's (orange) sits in line with the shelf.
What to bring to expand
Fillo'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 →
