Justin's at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Justin's is an American brand known for its natural and organic nut butters and confections, founded in 2004 in Boulder, Colorado.
It’s already on the shelf here, with 15 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen and 1 new door to enter.
Lead with Almond Butter Vanilla in Almond Butter.
Falletti Foods stocks almond butter 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 almond butter: Falletti Foods stocks only 13 there, so Justin's Almond Butter Vanilla stands out rather than blending in.
Falletti Foods merchandises 7 of the 7 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 70/100.
enters a thin almond butter shelf as a point of difference.
The full runway
Every category Justin's 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 6 of 9 SKUs. Room to widen the line.
On shelf here, but only 4 of 15 SKUs. Room to widen the line.
How it prices
Where it would price in almond butter. Each dot is a product on the shelf, by its cost per oz (hover for which). Justin's (orange) sits in line with the shelf.
What to bring to expand
Justin'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 →
