Nixie at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Nixie Sparkling Water is a brand that offers organic, zero-calorie, and zero-sugar sparkling waters and sodas, founded in 2019 by Nicole Bernard Dawes.
It’s already on the shelf here, with 15 SKUs across 4 categories. The growth is depth and breadth: 4 categories to widen and 1 new door to enter, replicated across all 2 stores.
Lead with Root Beer, Organic Zero Sugar Soda in Root Beer.
Berkeley Bowl stocks root beer 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 sparkling water in real depth, 239 SKUs against a fleet median of 46.5, 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 root beer: Berkeley Bowl stocks only 12 there, so NIxie Root Beer, Organic Zero Sugar Soda stands out rather than blending in. Lead with the root beer, and position the sparkling water as a finishing or gift item.
Berkeley Bowl merchandises 6 of the 6 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin root beer shelf as a point of difference.
The full runway · across 2 stores
Every category Nixie 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 10 of 22 SKUs. Room to widen the line.
On shelf here, but only 2 of 12 SKUs. Room to widen the line.
How it prices
Where it would price in root beer. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Nixie (orange) sits below the shelf.
What to bring to expand
Nixie’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 →
