Iams at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Iams isn’t on Berkeley Bowl’s shelf yet in any of its 2 stores. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with PROACTIVE HEALTH Adult Healthy Dry Cat Food with Chicken Cat Kibble, 3.5 lb. Bag in Dry Cat Food.
Berkeley Bowl stocks dry cat food thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is dry cat food: Berkeley Bowl stocks only 10 there, so IAMS PROACTIVE HEALTH Adult Healthy Dry Cat Food with Chicken Cat Kibble, 3.5 lb. Bag stands out rather than blending in.
Berkeley Bowl merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin dry cat food shelf as a point of difference.
The full runway · across 2 stores
Every category Iams 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in dry cat food. Each dot is a product on the shelf, by its cost per oz (hover for which). Iams (orange) sits in line with the shelf.
What to bring to land
Iams’ SKUs Berkeley Bowl doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
