Ortega 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 4 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen, replicated across all 2 stores.
Lead with White corn Taco Shells in Taco Shells.
Berkeley Bowl stocks taco shells thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Berkeley Bowl carries latin and hispanic seasoning mixes in real depth, 30 SKUs against a fleet median of 6, 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 taco shells: Berkeley Bowl stocks only 5 there, so ORTEGA White corn Taco Shells stands out rather than blending in. Lead with the taco shells, and position the latin and hispanic seasoning mixes as a finishing or gift item.
Berkeley Bowl merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin taco shells shelf as a point of difference.
The full runway · across 2 stores
Every category Ortega 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 5 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
What to bring to expand
Ortega’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 →
