Follow Your Heart at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Follow Your Heart is a pioneering brand in the plant-based food industry, known for its innovative vegan products.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 4 new doors to enter.
Lead with Vegenaise Dressing and Sandwich Spread, Avocado Oil, Dairy Free, Egg Free Mayo, Creamy Without Cholesterol or Preservatives, 14 FL OZ Jar in Mayonnaise.
Falletti Foods stocks mayonnaise 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 mayonnaise: Falletti Foods stocks only 13 there, so Follow Your Heart Vegenaise Dressing and Sandwich Spread, Avocado Oil, Dairy Free, Egg Free Mayo, Creamy Without Cholesterol or Preservatives, 14 FL OZ Jar stands out rather than blending in.
Falletti Foods merchandises 5 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 68/100.
enters a thin mayonnaise shelf as a point of difference.
The full runway
Every category Follow Your Heart 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 11 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in mayonnaise. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Follow Your Heart (orange) sits in line with the shelf.
What to bring to expand
Follow Your Heart’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 →
