Flour + Water at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Flour + Water is a grocery brand that specializes in restaurant-quality dried pasta and frozen pizza.
Flour + Water isn’t on Falletti Foods’ shelf yet. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Cheese & Pepper Mozzarella Pizza in Prepared Pizza.
Falletti Foods stocks prepared pizza 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 prepared pizza: Falletti Foods stocks only 5 there, so FLOUR + WATER Cheese & Pepper Mozzarella Pizza stands out rather than blending in.
Falletti Foods merchandises 4 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin prepared pizza shelf as a point of difference.
The full runway
Every category Flour + Water 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in prepared pizza. Each dot is a product on the shelf, by its cost per oz (hover for which). Flour + Water (orange) sits well above the shelf.
What to bring to land
Flour + Water’s 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 →
