Knorr at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Knorr is a well-known brand specializing in culinary products such as broths, stocks, sauces, and seasoning mixes.
It’s already on the shelf here, with 15 SKUs across 4 categories. The growth is depth and breadth: 4 categories to widen and 2 new doors to enter, replicated across all 2 stores.
Lead with Gravy Mix, Roasted Turkey Flavored in Gravy Mix.
Berkeley Bowl stocks gravy mix thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
Berkeley Bowl carries boxed pasta meals & sides in real depth, 45 SKUs against a fleet median of 14.5, 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 gravy mix: Berkeley Bowl stocks only 13 there, so Knorr Gravy Mix, Roasted Turkey Flavored stands out rather than blending in. Lead with the gravy mix, and position the boxed pasta meals & sides as a finishing or gift item.
Berkeley Bowl merchandises 6 of the 6 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 35/100.
enters a thin gravy mix shelf as a point of difference.
The full runway · across 2 stores
Every category Knorr 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 6 of 12 SKUs. Room to widen the line.
On shelf here, but only 4 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in gravy mix. Each dot is a product on the shelf, by its cost per oz (hover for which). Knorr (orange) sits in line with the shelf.
What to bring to expand
Knorr’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 →
