Kraft at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Kraft is a well-known brand specializing in cheese and prepared foods, offering a variety of products that cater to different meal occasions.
It’s already on the shelf here, with 4 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 9 new doors to enter.
Lead with Thousand Island Dressing in Thousand Island Dressing.
Falletti Foods stocks thousand island dressing 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 thousand island dressing: Falletti Foods stocks only 3 there, so Kraft Thousand Island Dressing stands out rather than blending in.
Falletti Foods merchandises 19 of the 23 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin thousand island dressing shelf as a point of difference.
The full runway
Every category Kraft 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 17 SKUs. Room to widen the line.
On shelf here, but only 1 of 9 SKUs. Room to widen the line.
What to bring to expand
Kraft’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 →
