Edward & Sons at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Edward & Sons is a family-owned, women-led company that specializes in natural and organic vegetarian foods.
Edward & Sons isn’t on Falletti Foods’ shelf yet. The opening: 10 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Organic Mashed Potatoes Home Style in Boxed Potato Sides.
Falletti Foods stocks boxed potato sides thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
The more differentiated opening is boxed potato sides: Falletti Foods stocks only 3 there, so Edward & Sons Organic Mashed Potatoes Home Style stands out rather than blending in.
Falletti Foods merchandises 10 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin boxed potato sides shelf as a point of difference.
The full runway
Every category Edward & Sons 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.
What to bring to land
Edward & Sons’ SKUs Falletti Foods doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
