Napoleon 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.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen and 20 new doors to enter, replicated across all 2 stores.
Lead with Smoked Oysters, Tiny in Canned Oysters.
Berkeley Bowl stocks canned oysters thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Berkeley Bowl carries olive oils in real depth, 152 SKUs against a fleet median of 31, 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 canned oysters: Berkeley Bowl stocks only 10 there, so Napoleon Co. Smoked Oysters, Tiny stands out rather than blending in. Lead with the canned oysters, and position the olive oils as a finishing or gift item.
Berkeley Bowl merchandises 23 of the 24 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 40/100.
enters a thin canned oysters shelf as a point of difference.
The full runway · across 2 stores
Every category Napoleon 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 1 of 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in canned oysters. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Napoleon 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 →
