Reading the shelf…

Shelf playbook

Jovial at Falletti Foods

Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.

Jovial is a family-owned grocery brand specializing in organic and gluten-free products, with a focus on ancient grains like einkorn wheat.

It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 18 new doors to enter.

◆ The wedge · where to start

Lead with 100% Organic Gluten Free Brown Rice Fusilli in Grain-free Pasta.

Falletti Foods stocks grain-free pasta thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.

The more differentiated opening is grain-free pasta: Falletti Foods stocks only 6 there, so Jovial 100% Organic Gluten Free Brown Rice Fusilli stands out rather than blending in.

fit strength / 100

Category fit · 35%92

Falletti Foods merchandises 24 of the 26 categories the brand sells.

Values match · 25%92

non-gmo, organic, vegan against the store's assortment lean.

Brand pull · 25%50

brand excitement 50/100.

White space · 15%100

enters a thin grain-free pasta shelf as a point of difference.

The full runway

Every category Jovial 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.

Grain-free PastaDeepen

On shelf here, but only 1 of 5 SKUs. Room to widen the line.

Falletti Foods depth 6 SKUs (fleet median 5.5)Jovial here 1/5

up against: banza 2, garofalo 2, rummo 1

Penne PastaExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 5 SKUs (fleet median 8)Jovial here 0/3

up against: de cecco

How it prices

Where it would price in grain-free pasta. Each dot is a product on the shelf, by its cost per oz (hover for which). Jovial (orange) sits well above the shelf.

shelf median $0.41/oz

What to bring to expand

Jovial’s SKUs Falletti Foods doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Jovial 100% Organic Cannellini Beans

$3.89$0.30/ozat 11 grocers

Jovial 100% Organic Chickpeas

$3.89$0.30/ozat 10 grocers

Jovial 100% Organic Gluten Free Brown Rice Fusilli

$5.49$0.46/oz

Already on the shelf

Jovial 100% Organic Gluten Free Brown Rice Farfalle

$7.79$0.65/oz

Jovial 100% Organic Gluten Free Brown Rice Spaghetti

$7.79$0.65/oz

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 →

Fusilli PastaExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 5 SKUs (fleet median 6.5)Jovial here 0/3

up against: de cecco 2, maltagliati 1, rustichella d'abruzzo 1, the pasta shop 1

CrackersExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 85 SKUs (fleet median 85)Jovial here 0/3

up against: pepperidge farm goldfish 12, mary's gone crackers 6, milton's 6, wasa 5, elki 4

Boxed Pasta Meals & SidesExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 10 SKUs (fleet median 14.5)Jovial here 0/3

up against: annie's 8, daiya 1, kraft 1

Packaged CookiesExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 101 SKUs (fleet median 67)Jovial here 0/2

up against: pepperidge farm 30, walker's 5, tate's 4, tre marie 4, alternative baking company, inc. 3

Canned White BeansExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 3 SKUs (fleet median 1.5)Jovial here 0/1

up against: essential everyday 1, jack's quality 1, progresso 1

Canned Whole TomatoesExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 8 SKUs (fleet median 6)Jovial here 0/1

up against: la valle 2, san merican 2, bianco dinapoli 1, dinapoli 1, italbrand 1

Fettuccine PastaExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 8 SKUs (fleet median 7)Jovial here 0/1

up against: bayview pasta 2, de cecco 2, santa cruz pasta factory 2, garofalo 1, the pasta shop 1

Other Canned BeansExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 4 SKUs (fleet median 4)Jovial here 0/1

up against: strianese 2, eden foods 1, jack's quality 1

Other PastaExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 8 SKUs (fleet median 6)Jovial here 0/1

up against: de cecco 3, barilla 1, bayview pasta 1, bertagni 1, maggi 1

Pancake & Waffle MixExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 7 SKUs (fleet median 11)Jovial here 0/1

up against: betty crocker 2, bob's red mill 2, birch benders 1, lund's 1, pearl milling company 1

All Purpose FlourExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 6 SKUs (fleet median 7)Jovial here 0/1

up against: bob's red mill 3, king arthur baking company 2, essential everyday 1

Whole Wheat FlourExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 3 SKUs (fleet median 2)Jovial here 0/1

up against: bob's red mill 2, king arthur baking company 1

Canned Black BeansExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 7 SKUs (fleet median 6)Jovial here 0/1

up against: s&w 3, eden foods 1, jack's quality 1, somos 1, westbrae natural 1

Canned ChickpeasExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 4 SKUs (fleet median 5)Jovial here 0/1

up against: s&w 2, eden foods 1, essential everyday 1

Canned Crushed TomatoesExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 7 SKUs (fleet median 7.5)Jovial here 0/1

up against: san merican 2, bianco dinapoli 1, dinapoli 1, muir glen 1, mutti 1

Canned Diced TomatoesExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 16 SKUs (fleet median 11)Jovial here 0/1

up against: s&w 4, muir glen 3, bianco dinapoli 2, essential everyday 2, pomì 2

Canned Kidney BeansExtend

Already stocked here in other categories, so this one is a natural extension.

Falletti Foods depth 6 SKUs (fleet median 4)Jovial here 0/1

up against: s&w 2, eden foods 1, essential everyday 1, jack's quality 1, strianese 1

Farfalle PastaHolding

Fully stocked here (1/1 SKUs).

Falletti Foods depth 3 SKUs (fleet median 3)Jovial here 1/1

up against: de cecco 1, maltagliati 1

Elbow PastaThin shelf

The store barely carries this category, so it is a hard sell.

Falletti Foods depth 2 SKUs (fleet median 4)Jovial here 0/2

up against: de cecco 1, maltagliati 1

Orzo PastaThin shelf

The store barely carries this category, so it is a hard sell.

Falletti Foods depth 2 SKUs (fleet median 2)Jovial here 0/1

up against: de cecco 1, rummo 1

Shaped PastaThin shelf

The store barely carries this category, so it is a hard sell.

Falletti Foods depth 1 SKUs (fleet median 3)Jovial here 0/1

up against: dolce italia foods 1

Snack FoodsThin shelf

The store barely carries this category, so it is a hard sell.

Falletti Foods depth 0 SKUs (fleet median 193)Jovial here 0/1

+ 2 more categories (mostly fully stocked or too thin to matter).

· Jovial Jovial 100% Organic Gluten Free Brown Rice Fusilli