Daiya at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Daiya Foods Inc. is a Canadian company that specializes in plant-based dairy alternatives, founded in 2008 and headquartered in Burnaby, British Columbia.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 5 new doors to enter.
Lead with Dairy Free Gluten Free Alfredo Deluxe Mac & Cheese in Boxed Pasta Meals & Sides.
Falletti Foods stocks boxed pasta meals & sides thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is boxed pasta meals & sides: Falletti Foods stocks only 10 there, so Daiya Dairy Free Gluten Free Alfredo Deluxe Mac & Cheese stands out rather than blending in.
Falletti Foods merchandises 8 of the 11 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
an established national brand with proven demand.
enters a thin boxed pasta meals & sides shelf as a point of difference.
The full runway
Every category Daiya 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 7 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in boxed pasta meals & sides. Each dot is a product on the shelf, by its cost per oz (hover for which). Daiya (orange) sits in line with the shelf.
What to bring to expand
Daiya’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 →
