Reading the shelf…
Pacific Market is a specialty independent running 2 Bay Area stores.
Antico Pastificio Morelli isn’t on Pacific Market’s shelf yet in any of its 2 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Egg Pappardelle Pasta in Egg Noodles.
Pacific Market stocks egg noodles 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.
The more differentiated opening is egg noodles: Pacific Market stocks only 11 there, so Antico Pastificio Morelli Egg Pappardelle Pasta stands out rather than blending in.
Pacific Market merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin egg noodles shelf as a point of difference.
Every category Antico Pastificio Morelli plays in across the Bay Area grocers we track, and where it stands at Pacific Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Where it would price in egg noodles. Each dot is a product on the shelf, by its cost per oz (hover for which).
Antico Pastificio Morelli’s SKUs Pacific Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Pacific Market’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. Pacific Market profile →