Mavuno Harvest at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Mavuno Harvest is a U.S.-based brand that specializes in organic dried fruits, nuts, and fruit bites, founded in 2011 by Phil Hughes.
It’s already on the shelf here, with 10 SKUs across 7 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter, replicated across all 2 stores.
Lead with Organic Dried Tropical Mix in Dried Mixed Fruit.
Berkeley Bowl stocks dried mixed fruit 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 dried mango in real depth, 12 SKUs against a fleet median of 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 mixed fruit: Berkeley Bowl stocks only 5 there, so Mavuno Harvest Organic Dried Tropical Mix stands out rather than blending in. Lead with the dried mixed fruit, and position the dried mango as a finishing or gift item.
Berkeley Bowl merchandises 9 of the 10 categories the brand sells.
non-gmo, organic, paleo against the store's assortment lean.
brand excitement 65/100.
enters a thin dried mixed fruit shelf as a point of difference.
The full runway · across 2 stores
Every category Mavuno Harvest 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
Mavuno Harvest’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 →
