Reading the shelf…

Shelf playbook

Litehouse at Berkeley Bowl

Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.

Litehouse isn’t on Berkeley Bowl’s shelf yet in any of its 2 stores. The opening: 11 categories where the shelf is already deep and the brand runs strong elsewhere.

◆ The wedge · where to start

Lead with Dressing & Dip, Thousand Island 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 3 other Bay Area grocers.

Berkeley Bowl carries vinaigrette dressing in real depth, 33 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 thousand island dressing: Berkeley Bowl stocks only 3 there, so Litehouse Dressing & Dip, Thousand Island stands out rather than blending in. Lead with the thousand island dressing, and position the vinaigrette dressing as a finishing or gift item.

opportunity / 100

Category fit · 35%88

Berkeley Bowl merchandises 14 of the 16 categories the brand sells.

Values match · 25%92

non-gmo, organic, vegan against the store's assortment lean.

Brand pull · 25%40

brand excitement 40/100.

White space · 15%100

enters a thin thousand island dressing shelf as a point of difference.

The full runway · across 2 stores

Every category Litehouse 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.

Ranch DressingEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 17 SKUs (fleet median 7)Litehouse here 0/8

up against: hidden valley 4, briannas 3, kraft 2, primal kitchen 2, toby's 2

Blue Cheese DressingEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

What to bring to land

Litehouse’s SKUs Berkeley Bowl doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Litehouse Chunky Blue Cheese Dressing & Dip

$5.49at 4 grocers

Litehouse Caesar Dressing & Spread

$5.99at 3 grocers

Litehouse Coleslaw Dressing

$5.99at 3 grocers

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 →

Berkeley Bowl depth 4 SKUs (fleet median 3.5)Litehouse here 0/4

up against: briannas 1, daiya 1, toby's 1, wish-bone 1

Caesar DressingEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 12 SKUs (fleet median 5)Litehouse here 0/2

up against: briannas 2, girard's 2, cardini's 1, chosen foods 1, daiya 1

Vinaigrette DressingEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 33 SKUs (fleet median 11)Litehouse here 0/2

up against: briannas 12, california olive ranch 4, girard's 3, newman's own 3, organicville 3

Dried SageEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 4 SKUs (fleet median 1.5)Litehouse here 0/1

up against: morton & bassett spices 2, bee spices 1, spicely organics 1

Poppy Seed DressingEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 5 SKUs (fleet median 2)Litehouse here 0/1

up against: briannas 4, primal kitchen 1

Poultry SeasoningEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 11 SKUs (fleet median 2)Litehouse here 0/1

up against: mccormick 3, morton & bassett spices 3, a dozen cousins 1, chef paul prudhomme's 1, fire & smoke society 1

Thousand Island DressingEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 3 SKUs (fleet median 3)Litehouse here 0/1

up against: briannas 1, kraft 1, wish-bone 1

FetaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 11 SKUs (fleet median 7)Litehouse here 0/1

up against: belfiore cheese 3, organic valley® 2, président 2, athenos 1, castello 1

Dried BasilEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 4 SKUs (fleet median 2)Litehouse here 0/1

up against: morton & bassett spices 3, spicely organics 1

Dried DillEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 4 SKUs (fleet median 2)Litehouse here 0/1

up against: morton & bassett spices 2, spicely organics 1

Fresh Dessert DipThin shelf

The store barely carries this category, so it is a hard sell.

Berkeley Bowl depth 2 SKUs (fleet median 1)Litehouse here 0/2

up against: bitchin' sauce 1, chris' 1

Blue CheeseThin shelf

The store barely carries this category, so it is a hard sell.

Berkeley Bowl depth 2 SKUs (fleet median 3)Litehouse here 0/1

up against: castello 1, prairie farms 1

GorgonzolaThin shelf

The store barely carries this category, so it is a hard sell.

Berkeley Bowl depth 0 SKUs (fleet median 1)Litehouse here 0/1

Coleslaw DressingThin shelf

The store barely carries this category, so it is a hard sell.

Berkeley Bowl depth 0 SKUs (fleet median 2)Litehouse here 0/1

Dried ChivesThin shelf

The store barely carries this category, so it is a hard sell.

Berkeley Bowl depth 1 SKUs (fleet median 1)Litehouse here 0/1

up against: morton & bassett spices 1

Litehouse Dressing & Dip, Original Blue Cheese

$5.99at 3 grocers