Betty Crocker at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Betty Crocker is a well-established brand known for its wide range of baking products, including baking mixes and frostings.
It’s already on the shelf here, with 9 SKUs across 4 categories. The growth is depth and breadth: 4 categories to widen and 3 new doors to enter.
Lead with Oatmeal Chocolate Chip Cookie Mix in Cookie Mixes.
Falletti Foods stocks cookie mixes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is cookie mixes: Falletti Foods stocks only 2 there, so Betty Crocker Oatmeal Chocolate Chip Cookie Mix stands out rather than blending in.
Falletti Foods merchandises 8 of the 12 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin cookie mixes shelf as a point of difference.
The full runway
Every category Betty Crocker 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 4 of 17 SKUs. Room to widen the line.
On shelf here, but only 2 of 17 SKUs. Room to widen the line.
What to bring to expand
Betty Crocker’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 →
