So Delicious at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
So Delicious is a brand specializing in dairy-free food and beverages, offering a wide range of products including frozen desserts, yogurt alternatives, creamers, and beverages.
It’s already on the shelf here, with 24 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 Dairy Free CocoWhip Coconut Whipped Topping in Frozen Dessert Toppings.
Berkeley Bowl stocks frozen dessert toppings 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 ice cream in real depth, 376 SKUs against a fleet median of 130, 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 frozen dessert toppings: Berkeley Bowl stocks only 5 there, so So Delicious Dairy Free CocoWhip Coconut Whipped Topping stands out rather than blending in. Lead with the frozen dessert toppings, and position the ice cream as a finishing or gift item.
Berkeley Bowl merchandises 5 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin frozen dessert toppings shelf as a point of difference.
The full runway · across 2 stores
Every category So Delicious 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 25 SKUs. Room to widen the line.
On shelf here, but only 8 of 12 SKUs. Room to widen the line.
How it prices
Where it would price in frozen dessert toppings. Each dot is a product on the shelf, by its cost per oz (hover for which). So Delicious (orange) sits well above the shelf.
What to bring to expand
So Delicious’ 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 →
