Rigoni Di Asiago at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Rigoni di Asiago is an Italian family-owned brand known for its organic fruit spreads, honey, and chocolate spreads.
It’s already on the shelf here, with 11 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen, replicated across all 2 stores.
Lead with Hazelnut Spread, Organic, with Cocoa & Milk in Hazelnut Spread.
Berkeley Bowl stocks hazelnut spread 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 fruit spreads in real depth, 96 SKUs against a fleet median of 15, 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 hazelnut spread: Berkeley Bowl stocks only 9 there, so Rigoni di Asiago Hazelnut Spread, Organic, with Cocoa & Milk stands out rather than blending in. Lead with the hazelnut spread, and position the fruit spreads as a finishing or gift item.
Berkeley Bowl merchandises 4 of the 4 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 55/100.
enters a thin hazelnut spread shelf as a point of difference.
The full runway · across 2 stores
Every category Rigoni Di Asiago 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 8 of 10 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in hazelnut spread. Each dot is a product on the shelf, by its cost per oz (hover for which). Rigoni Di Asiago (orange) sits in line with the shelf.
What to bring to expand
Rigoni Di Asiago’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 →
