Made In Nature at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Made in Nature is a brand that specializes in organic dried fruits and snacks.
It’s already on the shelf here, with 5 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen and 3 new doors to enter, replicated across all 2 stores.
Lead with Organic Dried Plums in Dried Plums.
Berkeley Bowl stocks dried plums 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 fruit bars in real depth, 22 SKUs against a fleet median of 7.5, 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 dried plums: Berkeley Bowl stocks only 2 there, so Made In Nature Organic Dried Plums stands out rather than blending in. Lead with the dried plums, and position the fruit bars as a finishing or gift item.
Berkeley Bowl merchandises 10 of the 10 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin dried plums shelf as a point of difference.
The full runway · across 2 stores
Every category Made In Nature 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 1 of 3 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Made In Nature’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 →
