Kewpie at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Organic Mayonnaise 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 4 other Bay Area grocers.
The more differentiated opening is mayonnaise: Falletti Foods stocks only 13 there, so Kewpie Organic Mayonnaise stands out rather than blending in.
Falletti Foods merchandises 2 of the 2 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 60/100.
enters a thin mayonnaise shelf as a point of difference.
The full runway
Every category Kewpie 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 5 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). Kewpie (orange) sits in line with the shelf.
What to bring to expand
Kewpie’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 →
