King Arthur Baking Company at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
King Arthur Baking Company is a renowned American brand specializing in high-quality baking products, including a variety of flours and baking mixes.
It’s already on the shelf here, with 6 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 4 new doors to enter.
Lead with 100% Organic Unbleached Bread Flour, Non-GMO Project Verified, No Preservatives in Bread Flour.
Falletti Foods stocks bread flour thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
The more differentiated opening is bread flour: Falletti Foods stocks only 2 there, so King Arthur Baking Company 100% Organic Unbleached Bread Flour, Non-GMO Project Verified, No Preservatives stands out rather than blending in.
Falletti Foods merchandises 12 of the 15 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 60/100.
enters a thin bread flour shelf as a point of difference.
The full runway
Every category King Arthur Baking Company 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 7 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
What to bring to expand
King Arthur Baking Company’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 →
