Reading the shelf…

Shelf playbook

Morton & Bassett Spices at Berkeley Bowl

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

Morton & Bassett Spices is a premium American brand known for its all-natural spices and seasonings, founded in 1986 and based in Rohnert Park, California.

It’s already on the shelf here, with 161 SKUs across 55 categories. The growth is depth and breadth: 21 categories to widen and 3 new doors to enter, replicated across all 2 stores.

fit strength / 100

Category fit · 35%95

Berkeley Bowl merchandises 60 of the 63 categories the brand sells.

Values match · 25%92

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

Brand pull · 25%25

brand excitement 25/100.

White space · 15%30

the categories it plays in are already deep here.

The full runway · across 2 stores

Every category Morton & Bassett Spices 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.

PepperDeepen

On shelf here, but only 14 of 23 SKUs. Room to widen the line.

Berkeley Bowl depth 36 SKUs (fleet median 11)Morton & Bassett Spices here 14/23

up against: spicely organics 6, simply organic 5, mccormick 4, india tree 2, 50hertz sichuan pepper 1

Other SpicesDeepen

On shelf here, but only 14 of 21 SKUs. Room to widen the line.

How it prices

Where it would price in dried dill. Each dot is a product on the shelf, by its cost per oz (hover for which). Morton & Bassett Spices (orange) sits below the shelf.

shelf median $35.90/oz

What to bring to expand

Morton & Bassett Spices’ SKUs Berkeley Bowl doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Morton & Bassett Spices Curry

$7.79$3.71/ozat 8 grocers

Morton & Bassett Spices Toasted Sesame Seed

$7.79$3.90/ozat 7 grocers

Morton & Bassett Spices Curry, 100% Organic

$9.59$4.57/oz

Already on the shelf · showing 24 of 161

Morton & Bassett Spices Vanilla Extract, Pure, Organic

$33.09$8.27/fl oz

Morton & Bassett Spices Saffron Threads

$24.19$2419.00/oz

Morton & Bassett Spices Ground Cardamom

$23.59$12.42/oz

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 24 SKUs (fleet median 6)Morton & Bassett Spices here 14/21

Other Seasoning MixesDeepen

On shelf here, but only 11 of 17 SKUs. Room to widen the line.

Berkeley Bowl depth 71 SKUs (fleet median 15.5)Morton & Bassett Spices here 11/17

up against: simply organic 12, jfc 6, frontier co-op 4, spike 3, dash 2

Chili PowderDeepen

On shelf here, but only 6 of 8 SKUs. Room to widen the line.

Berkeley Bowl depth 14 SKUs (fleet median 5)Morton & Bassett Spices here 6/8

up against: spicely organics 4, frontier co-op 2, los chileros 1, s&b foods golden curry 1

Latin and Hispanic Seasoning MixesDeepen

On shelf here, but only 6 of 7 SKUs. Room to widen the line.

Berkeley Bowl depth 30 SKUs (fleet median 6)Morton & Bassett Spices here 6/7

up against: mccormick 5, riega 5, simply organic 3, siete 2, tajín 2

Dried CinnamonDeepen

On shelf here, but only 5 of 6 SKUs. Room to widen the line.

Berkeley Bowl depth 18 SKUs (fleet median 6.5)Morton & Bassett Spices here 5/6

up against: spicely organics 6, simply organic 3, frontier co-op 2, mccormick 2

Dried CuminDeepen

On shelf here, but only 4 of 5 SKUs. Room to widen the line.

Berkeley Bowl depth 11 SKUs (fleet median 4)Morton & Bassett Spices here 4/5

up against: spicely organics 4, frontier co-op 2, mccormick 1

Dried AniseDeepen

On shelf here, but only 3 of 5 SKUs. Room to widen the line.

Berkeley Bowl depth 6 SKUs (fleet median 2)Morton & Bassett Spices here 3/5

up against: spicely organics 3

Dried GarlicDeepen

On shelf here, but only 3 of 5 SKUs. Room to widen the line.

Berkeley Bowl depth 15 SKUs (fleet median 4)Morton & Bassett Spices here 3/5

up against: spicely organics 4, mccormick 3, frontier co-op 2, lawry's® 1, mccormick california style 1

Sesame SeedsDeepen

On shelf here, but only 3 of 5 SKUs. Room to widen the line.

Berkeley Bowl depth 12 SKUs (fleet median 3.5)Morton & Bassett Spices here 3/5

up against: spicely organics 4, jfc 2, simply organic 2, frontier co-op 1

Dried ClovesDeepen

On shelf here, but only 3 of 4 SKUs. Room to widen the line.

Berkeley Bowl depth 9 SKUs (fleet median 3)Morton & Bassett Spices here 3/4

up against: spicely organics 3, mccormick 2, simply organic 1

Italian SeasoningDeepen

On shelf here, but only 3 of 4 SKUs. Room to widen the line.

Berkeley Bowl depth 8 SKUs (fleet median 2)Morton & Bassett Spices here 3/4

up against: frontier co-op 2, spicely organics 2, simply organic 1

Vanilla ExtractDeepen

On shelf here, but only 3 of 4 SKUs. Room to widen the line.

Berkeley Bowl depth 18 SKUs (fleet median 5)Morton & Bassett Spices here 3/4

up against: frontier co-op 4, mccormick 4, beyond good 2, cook's flavoring 2, simply organic 2

Dried DillDeepen

On shelf here, but only 2 of 4 SKUs. Room to widen the line.

Berkeley Bowl depth 4 SKUs (fleet median 2)Morton & Bassett Spices here 2/4

up against: spicely organics 1

Crushed Red PepperDeepen

On shelf here, but only 2 of 4 SKUs. Room to widen the line.

Berkeley Bowl depth 11 SKUs (fleet median 3)Morton & Bassett Spices here 2/4

up against: spicely organics 2, assi 1, frontier co-op 1, house 1, mccormick 1

Dried CardamomDeepen

On shelf here, but only 2 of 3 SKUs. Room to widen the line.

Berkeley Bowl depth 6 SKUs (fleet median 3)Morton & Bassett Spices here 2/3

up against: spicely organics 2, frontier co-op 1, marin 1

Dried Bay LeafDeepen

On shelf here, but only 2 of 3 SKUs. Room to widen the line.

Berkeley Bowl depth 8 SKUs (fleet median 2)Morton & Bassett Spices here 2/3

up against: spicely organics 3, frontier co-op 1, mccormick 1, simply organic 1

Dried Fennel SeedsDeepen

On shelf here, but only 2 of 3 SKUs. Room to widen the line.

Berkeley Bowl depth 4 SKUs (fleet median 2)Morton & Bassett Spices here 2/3

up against: spicely organics 2

Dried GingerDeepen

On shelf here, but only 2 of 3 SKUs. Room to widen the line.

Berkeley Bowl depth 4 SKUs (fleet median 2.5)Morton & Bassett Spices here 2/3

up against: frontier co-op 1, spicely organics 1

Dried AllspiceDeepen

On shelf here, but only 1 of 4 SKUs. Room to widen the line.

Berkeley Bowl depth 7 SKUs (fleet median 2)Morton & Bassett Spices here 1/4

up against: spicely organics 4, mccormick 2

Seasoning RubsDeepen

On shelf here, but only 1 of 4 SKUs. Room to widen the line.

Berkeley Bowl depth 18 SKUs (fleet median 4)Morton & Bassett Spices here 1/4

up against: oakland dust 7, spicely organics 4, kosmos q 2, andy's rub 1, busha browne's 1

Curry PowderExtend

Already stocked here in other categories, so this one is a natural extension.

Berkeley Bowl depth 4 SKUs (fleet median 3.5)Morton & Bassett Spices here 0/7

up against: frontier co-op 2, spicely organics 2

Other MustardExtend

Already stocked here in other categories, so this one is a natural extension.

Berkeley Bowl depth 25 SKUs (fleet median 9)Morton & Bassett Spices here 0/1

up against: edmond fallot 3, caplansky's 2, organicville 2, amora 1, ba-tampte 1

Yellow MustardExtend

Already stocked here in other categories, so this one is a natural extension.

Berkeley Bowl depth 9 SKUs (fleet median 3)Morton & Bassett Spices here 0/1

up against: french's® 3, koops' 1, organicville 1, portlandia 1, smash kitchen 1

+ 39 more categories (mostly fully stocked or too thin to matter).

· Morton & Bassett Spices Morton & Bassett Spices Dill Weed, Organic

Morton & Bassett Spices Vanilla Bean

$20.69$20.69/oz