Stouffer's at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Stouffer's is a well-established brand known for its frozen prepared meals and entrées, offering a variety of home-style and international flavors.
It’s already on the shelf here, with 14 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 3 new doors to enter, replicated across all 2 stores.
Lead with Macaroni & Cheese in Frozen Macaroni & Cheese.
Berkeley Bowl stocks frozen macaroni & cheese thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
Berkeley Bowl carries frozen pizzas in real depth, 77 SKUs against a fleet median of 20.5, 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 macaroni & cheese: Berkeley Bowl stocks only 5 there, so Stouffer's Macaroni & Cheese stands out rather than blending in. Lead with the frozen macaroni & cheese, and position the frozen pizzas as a finishing or gift item.
Berkeley Bowl merchandises 8 of the 9 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin frozen macaroni & cheese shelf as a point of difference.
The full runway · across 2 stores
Every category Stouffer's 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 34 SKUs. Room to widen the line.
On shelf here, but only 3 of 19 SKUs. Room to widen the line.
How it prices
Where it would price in frozen macaroni & cheese. Each dot is a product on the shelf, by its cost per oz (hover for which). Stouffer's (orange) sits below the shelf.
What to bring to expand
Stouffer'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 →
