Tofurky at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Tofurky is a brand specializing in plant-based meat alternatives, offering a variety of products such as sausages, chick'n, and deli slices.
It’s already on the shelf here, with 9 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 2 new doors to enter, replicated across all 2 stores.
Lead with Plant Based, Barbecue Chick'n in Vegetarian Chicken Substitutes.
Berkeley Bowl stocks vegetarian chicken substitutes 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 frozen vegetarian chicken substitutes in real depth, 28 SKUs against a fleet median of 3.5, 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 vegetarian chicken substitutes: Berkeley Bowl stocks only 9 there, so Tofurky Plant Based, Barbecue Chick'n stands out rather than blending in. Lead with the vegetarian chicken substitutes, and position the frozen vegetarian chicken substitutes as a finishing or gift item.
Berkeley Bowl merchandises 6 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 65/100.
enters a thin vegetarian chicken substitutes shelf as a point of difference.
The full runway · across 2 stores
Every category Tofurky 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 3 of 5 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in vegetarian chicken substitutes. Each dot is a product on the shelf, by its cost per oz (hover for which). Tofurky (orange) sits well above the shelf.
What to bring to expand
Tofurky’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 →
