Thai Kitchen at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Thai Kitchen is a brand dedicated to bringing authentic Thai flavors to the American market, offering a variety of products including curry pastes, sauces, noodles, and coconut milk.
It’s already on the shelf here, with 4 SKUs across 4 categories. The growth is depth and breadth: 1 category to widen and 5 new doors to enter, replicated across all 2 stores.
Lead with Organic Unsweetened Coconut Milk in Canned Coconut Milk And Cream.
Berkeley Bowl stocks canned coconut milk and cream thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
Berkeley Bowl carries instant noodles in real depth, 101 SKUs against a fleet median of 23.5, 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 canned coconut milk and cream: Berkeley Bowl stocks only 12 there, so Thai Kitchen Organic Unsweetened Coconut Milk stands out rather than blending in. Lead with the canned coconut milk and cream, and position the instant noodles as a finishing or gift item.
Berkeley Bowl merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin canned coconut milk and cream shelf as a point of difference.
The full runway · across 2 stores
Every category Thai Kitchen 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 7 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in canned coconut milk and cream. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Thai Kitchen (orange) sits well above the shelf.
What to bring to expand
Thai Kitchen’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 →
