Tillen Farms at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Tillen Farms is a U.S.-based brand specializing in natural pickled vegetables and cherries.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 4 new doors to enter, replicated across all 2 stores.
Lead with Giardiniera in Pickled Vegetables.
Berkeley Bowl stocks pickled vegetables 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 pickles in real depth, 85 SKUs against a fleet median of 15.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Berkeley Bowl merchandises 6 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway · across 2 stores
Every category Tillen Farms 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 2 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 pickled vegetables. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
What to bring to expand
Tillen Farms’ 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 →
