Heinz at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Heinz is a renowned brand known for its wide range of condiments, including ketchup, mustard, and sauces, as well as canned beans.
It’s already on the shelf here, with 13 SKUs across 8 categories. The growth is depth and breadth: 5 categories to widen and 2 new doors to enter.
Lead with All Natural Apple Cider Vinegar in Apple Cider Vinegar.
Falletti Foods stocks apple cider vinegar thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
The more differentiated opening is apple cider vinegar: Falletti Foods stocks only 3 there, so Heinz All Natural Apple Cider Vinegar stands out rather than blending in.
Falletti Foods merchandises 11 of the 13 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin apple cider vinegar shelf as a point of difference.
The full runway
Every category Heinz 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 4 of 19 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
What to bring to expand
Heinz’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 →
