Field Roast at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Field Roast is a Seattle-based company known for its artisanal plant-based meats and cheeses, founded in 1997.
It’s already on the shelf here, with 5 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Deli Slices, Plant-Based, Smoked Tomato in Vegetarian Deli Meat Substitutes.
Falletti Foods stocks vegetarian deli meat substitutes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is vegetarian deli meat substitutes: Falletti Foods stocks only 4 there, so Field Roast Deli Slices, Plant-Based, Smoked Tomato stands out rather than blending in.
Falletti Foods merchandises 5 of the 13 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 75/100.
enters a thin vegetarian deli meat substitutes shelf as a point of difference.
The full runway
Every category Field Roast 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 2 of 6 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in vegetarian deli meat substitutes. Each dot is a product on the shelf, by its cost per oz (hover for which). Field Roast (orange) sits below the shelf.
What to bring to expand
Field Roast’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 →
