Arm & Hammer at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Arm & Hammer is a versatile brand known for its baking supplies and cat supplies, particularly baking soda and clumping cat litter.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Baking Soda in Baking Soda.
Falletti Foods stocks baking soda thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
The more differentiated opening is baking soda: Falletti Foods stocks only 4 there, so Arm & Hammer Baking Soda stands out rather than blending in.
Falletti Foods merchandises 1 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 25/100.
enters a thin baking soda shelf as a point of difference.
The full runway
Every category Arm & Hammer plays in across the Bay Area grocers we track, and where it stands at Falletti Foods. 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 5 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Arm & Hammer’s SKUs Falletti Foods 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 Falletti Foods’ 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. Falletti Foods profile →
