Birch Benders at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Birch Benders is a food brand specializing in pancake and waffle mixes, as well as frozen breakfast items.
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 Organic Classic Pancake & Waffle Mix, 16oz in Pancake & Waffle Mix.
Falletti Foods stocks pancake & waffle mix thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 15 other Bay Area grocers.
The more differentiated opening is pancake & waffle mix: Falletti Foods stocks only 7 there, so Birch Benders Organic Classic Pancake & Waffle Mix, 16oz stands out rather than blending in.
Falletti Foods merchandises 2 of the 4 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin pancake & waffle mix shelf as a point of difference.
The full runway
Every category Birch Benders 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 12 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in pancake & waffle mix. Each dot is a product on the shelf, by its cost per oz (hover for which). Birch Benders (orange) sits well above the shelf.
What to bring to expand
Birch Benders’ 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 →
