Mezzetta at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Mezzetta is a family-owned American food company that specializes in glass-packed peppers, olives, and a variety of specialty foods.
It’s already on the shelf here, with 27 SKUs across 11 categories. The growth is depth and breadth: 8 categories to widen and 6 new doors to enter, replicated across all 2 stores.
Lead with Imported Non-Pareil Capers in Capers.
Berkeley Bowl stocks capers 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 tomato based sauces in real depth, 133 SKUs against a fleet median of 44, 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 capers: Berkeley Bowl stocks only 9 there, so Mezzetta Imported Non-Pareil Capers stands out rather than blending in. Lead with the capers, and position the tomato based sauces as a finishing or gift item.
Berkeley Bowl merchandises 17 of the 18 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin capers shelf as a point of difference.
The full runway · across 2 stores
Every category Mezzetta 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 8 of 19 SKUs. Room to widen the line.
On shelf here, but only 3 of 7 SKUs. Room to widen the line.
How it prices
Where it would price in capers. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Mezzetta’s SKUs Berkeley Bowl doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 27
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 →
