Miss Jones Baking Co. at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Miss Jones Baking Co. specializes in organic baking mixes and frostings, offering products made with simple, real ingredients for a homemade taste.
It’s already on the shelf here, with 14 SKUs across 7 categories. The growth is depth and breadth: 5 categories to widen and 1 new door to enter, replicated across all 2 stores.
Lead with Coconut Caramel Blondie Bar Kit in Brownie Mixes.
Berkeley Bowl stocks brownie mixes 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 pancake & waffle mix in real depth, 42 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 brownie mixes: Berkeley Bowl stocks only 9 there, so Miss Jones Baking Co. Coconut Caramel Blondie Bar Kit stands out rather than blending in. Lead with the brownie mixes, and position the pancake & waffle mix as a finishing or gift item.
Berkeley Bowl merchandises 8 of the 9 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin brownie mixes shelf as a point of difference.
The full runway · across 2 stores
Every category Miss Jones Baking Co. 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 3 of 7 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in brownie mixes. Each dot is a product on the shelf, by its cost per oz (hover for which). Miss Jones Baking Co. (orange) sits above the shelf.
What to bring to expand
Miss Jones Baking Co.’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 →
