De Cecco at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
De Cecco is a prestigious Italian brand established in 1886, known for its high-quality pasta and related food products.
It’s already on the shelf here, with 27 SKUs across 16 categories. The growth is depth and breadth: 8 categories to widen and 4 new doors to enter.
Lead with Farfalline, No. 95 in Farfalle Pasta.
Falletti Foods stocks farfalle pasta 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 farfalle pasta: Falletti Foods stocks only 3 there, so De Cecco Farfalline, No. 95 stands out rather than blending in.
Falletti Foods merchandises 23 of the 25 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin farfalle pasta shelf as a point of difference.
The full runway
Every category De Cecco 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 5 of 8 SKUs. Room to widen the line.
On shelf here, but only 3 of 8 SKUs. Room to widen the line.
What to bring to expand
De Cecco’s SKUs Falletti Foods doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 27
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 →
