Once Upon A Farm at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Once Upon a Farm is a brand specializing in organic, non-GMO snacks and meals for babies, toddlers, and children.
It’s already on the shelf here, with 24 SKUs across 7 categories. The growth is depth and breadth: 5 categories to widen and 3 new doors to enter, replicated across all 2 stores.
Lead with OhMyMega Veggie! Organic Kids Snack Pouch in Squeeze Snack Pouches.
Berkeley Bowl stocks squeeze snack pouches thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Berkeley Bowl carries baby food purees in real depth, 148 SKUs against a fleet median of 25, 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 11 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
the categories it plays in are already deep here.
The full runway · across 2 stores
Every category Once Upon A Farm 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 9 of 13 SKUs. Room to widen the line.
On shelf here, but only 6 of 13 SKUs. Room to widen the line.
How it prices
Where it would price in squeeze snack pouches. Each dot is a product on the shelf, by its cost per oz (hover for which). Once Upon A Farm (orange) sits well above the shelf.
What to bring to expand
Once Upon A Farm’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 →
