Hatch at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
HATCH is a brand specializing in high-quality New Mexican and Southwestern food products, particularly known for its canned peppers and sauces.
It’s already on the shelf here, with 11 SKUs across 4 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 2 stores.
Lead with Mild Chopped Green Chiles in Canned Green Chiles.
Berkeley Bowl stocks canned green chiles 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 canned diced tomatoes in real depth, 45 SKUs against a fleet median of 11, 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 canned green chiles: Berkeley Bowl stocks only 7 there, so HATCH Mild Chopped Green Chiles stands out rather than blending in. Lead with the canned green chiles, and position the canned diced tomatoes as a finishing or gift item.
Berkeley Bowl merchandises 5 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin canned green chiles shelf as a point of difference.
The full runway · across 2 stores
Every category Hatch 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.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in canned green chiles. Each dot is a product on the shelf, by its cost per oz (hover for which). Hatch (orange) sits above the shelf.
What to bring to expand
Hatch’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 →
