Kraft at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Kraft is a well-known brand specializing in cheese and prepared foods, offering a variety of products that cater to different meal occasions.
It’s already on the shelf here, with 10 SKUs across 5 categories. The growth is depth and breadth: 5 categories to widen and 15 new doors to enter, replicated across all 2 stores.
Lead with Thousand Island Dressing in Thousand Island Dressing.
Berkeley Bowl stocks thousand island dressing 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.
Berkeley Bowl carries cheddar in real depth, 78 SKUs against a fleet median of 31, 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 thousand island dressing: Berkeley Bowl stocks only 3 there, so Kraft Thousand Island Dressing stands out rather than blending in. Lead with the thousand island dressing, and position the cheddar as a finishing or gift item.
Berkeley Bowl merchandises 23 of the 23 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin thousand island dressing shelf as a point of difference.
The full runway · across 2 stores
Every category Kraft 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 5 of 17 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Kraft’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 →
