Oikos at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Oikos is a brand specializing in high-protein dairy products, including Greek yogurt and protein shakes.
It’s already on the shelf here, with 10 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter, replicated across all 2 stores.
Lead with 30g Chocolate Protein Shake, 12 fl oz, 18-pack in Protein Drinks.
Berkeley Bowl stocks protein drinks 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 greek & icelandic yogurt in real depth, 170 SKUs against a fleet median of 36, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Berkeley Bowl merchandises 3 of the 3 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 45/100.
the categories it plays in are already deep here.
The full runway · across 2 stores
Every category Oikos 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 7 of 25 SKUs. Room to widen the line.
On shelf here, but only 3 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in protein drinks. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Oikos (orange) sits above the shelf.
What to bring to expand
Oikos’ 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 →
