Horizon Organic at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Horizon Organic is a pioneering brand in the organic dairy industry, known for being the first organic dairy brand sold nationwide.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 6 new doors to enter.
Lead with DHA Omega-3 Lowfat Milk Chocolate in Chocolate Milk.
Falletti Foods stocks chocolate milk 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 chocolate milk: Falletti Foods stocks only 6 there, so Horizon Organic DHA Omega-3 Lowfat Milk Chocolate stands out rather than blending in.
Falletti Foods merchandises 10 of the 13 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
enters a thin chocolate milk shelf as a point of difference.
The full runway
Every category Horizon Organic 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 15 SKUs. Room to widen the line.
On shelf here, but only 1 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in chocolate milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Horizon Organic (orange) sits well above the shelf.
What to bring to expand
Horizon Organic’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 →
