Friendly Grains Crunchy Rollers 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 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 2 stores.
Lead with Organic Smores Rice Rollers 6 Pack in Rice Cakes.
Berkeley Bowl stocks rice cakes 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.
The more differentiated opening is rice cakes: Berkeley Bowl stocks only 14 there, so Friendly Grains Crunchy Rollers Organic Smores Rice Rollers 6 Pack stands out rather than blending in.
Berkeley Bowl merchandises 1 of the 1 category the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin rice cakes shelf as a point of difference.
The full runway · across 2 stores
Every category Friendly Grains Crunchy Rollers 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 2 SKUs. Room to widen the line.
How it prices
Where it would price in rice cakes. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Friendly Grains Crunchy Rollers’ 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 →