Divina at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Divina is a gourmet brand that specializes in Mediterranean-inspired food products, particularly olives, antipasti, and spreads.
It’s already on the shelf here, with 11 SKUs across 6 categories. The growth is depth and breadth: 5 categories to widen and 10 new doors to enter.
Lead with Organic Olive Bruschetta in Tapenade.
Falletti Foods stocks tapenade thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is tapenade: Falletti Foods stocks only 1 there, so Divina Organic Olive Bruschetta stands out rather than blending in.
Falletti Foods merchandises 22 of the 25 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin tapenade shelf as a point of difference.
The full runway
Every category Divina 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 22 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Divina’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 →
