Van Camp’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.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 2 stores.
Lead with Pork and Beans Canned Beans in Canned Baked Beans.
Berkeley Bowl stocks canned baked beans thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is canned baked beans: Berkeley Bowl stocks only 8 there, so Van Camp’s Pork and Beans Canned Beans stands out rather than blending in.
Berkeley Bowl merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin canned baked beans shelf as a point of difference.
The full runway · across 2 stores
Every category Van Camp’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 1 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in canned baked beans. Each dot is a product on the shelf, by its cost per oz (hover for which). Van Camp’s (orange) sits in line with the shelf.
What to bring to expand
Van Camp’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 →