Earth Balance at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Earth Balance is a brand specializing in vegan, plant-based buttery spreads, nut butters, and snacks.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Organic Butter Spread in Non-Butter Oil Spreads.
Falletti Foods stocks non-butter oil spreads thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
The more differentiated opening is non-butter oil spreads: Falletti Foods stocks only 3 there, so Earth Balance Organic Butter Spread stands out rather than blending in.
Falletti Foods merchandises 4 of the 5 categories the brand sells.
organic, vegan, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin non-butter oil spreads shelf as a point of difference.
The full runway
Every category Earth Balance 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.
What to bring to expand
Earth Balance’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 →
