Newman's Own at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Newman's Own is an American food company founded in 1982 by actor Paul Newman and author A.E. Hotchner, known for its diverse range of food and beverage products.
It’s already on the shelf here, with 31 SKUs across 15 categories. The growth is depth and breadth: 7 categories to widen and 4 new doors to enter, replicated across all 2 stores.
Lead with Prunes in Dried Prunes.
Berkeley Bowl stocks dried prunes 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 tea (bags & loose) in real depth, 462 SKUs against a fleet median of 127, 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 prunes: Berkeley Bowl stocks only 4 there, so Newman's Own Prunes stands out rather than blending in. Lead with the dried prunes, and position the tea (bags & loose) as a finishing or gift item.
Berkeley Bowl merchandises 21 of the 21 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 58/100.
enters a thin dried prunes shelf as a point of difference.
The full runway · across 2 stores
Every category Newman's Own 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 4 of 7 SKUs. Room to widen the line.
On shelf here, but only 3 of 15 SKUs. Room to widen the line.
How it prices
Where it would price in dried prunes. Each dot is a product on the shelf, by its cost per oz (hover for which). Newman's Own (orange) sits in line with the shelf.
What to bring to expand
Newman's Own’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 31
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 →
