Follow Your Heart at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Follow Your Heart is a pioneering brand in the plant-based food industry, known for its innovative vegan products.
It’s already on the shelf here, with 13 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter, replicated across all 2 stores.
Lead with Dairy-Free Parmesan Grated in Cheese Alternatives.
Berkeley Bowl stocks cheese alternatives thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Berkeley Bowl carries mayonnaise in real depth, 54 SKUs against a fleet median of 15, 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 5 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 68/100.
the categories it plays in are already deep here.
The full runway · across 2 stores
Every category Follow Your Heart 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 8 of 10 SKUs. Room to widen the line.
On shelf here, but only 4 of 11 SKUs. Room to widen the line.
How it prices
Where it would price in cheese alternatives. Each dot is a product on the shelf, by its cost per oz (hover for which). Follow Your Heart (orange) sits in line with the shelf.
What to bring to expand
Follow Your Heart’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 →
