Reading the shelf…
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 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen.
Lead with Apple Pecan Crumb Top All Butter Crust in Apple Pie.
Falletti Foods stocks apple pie thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is apple pie: Falletti Foods stocks only 7 there, so Kozlowski Farms Apple Pecan Crumb Top All Butter Crust stands out rather than blending in.
Falletti Foods merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 55/100.
enters a thin apple pie shelf as a point of difference.
Every category Kozlowski Farms 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 2 SKUs. Room to widen the line.
Fully stocked here (1/1 SKUs).
Where it would price in apple pie. Each dot is a product on the shelf, by its cost per oz (hover for which). Kozlowski Farms (orange) sits in line with the shelf.
Kozlowski Farms’ SKUs Falletti Foods doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →