The Daily Crave at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
The Daily Crave is a snack brand specializing in a variety of chips and crunchy snacks made from wholesome ingredients.
It’s already on the shelf here, with 11 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter, replicated across all 2 stores.
Lead with Quinoa Chips in Grain Chips.
Berkeley Bowl stocks grain chips 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 potato chips in real depth, 120 SKUs against a fleet median of 46.5, 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 grain chips: Berkeley Bowl stocks only 7 there, so The Daily Crave Quinoa Chips stands out rather than blending in. Lead with the grain chips, and position the potato chips as a finishing or gift item.
Berkeley Bowl merchandises 4 of the 4 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin grain chips shelf as a point of difference.
The full runway · across 2 stores
Every category The Daily Crave 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 9 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in grain chips. Each dot is a product on the shelf, by its cost per oz (hover for which). The Daily Crave (orange) sits in line with the shelf.
What to bring to expand
The Daily Crave’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 →
