Lipton at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Lipton is a renowned British brand known for its extensive range of tea products and instant soup mixes.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 2 new doors to enter.
Lead with Soup Mix, Chicken Noodle in Dry Soup Kits.
Falletti Foods stocks dry soup kits 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 dry soup kits: Falletti Foods stocks only 9 there, so Lipton Soup Mix, Chicken Noodle stands out rather than blending in.
Falletti Foods merchandises 6 of the 7 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 25/100.
enters a thin dry soup kits shelf as a point of difference.
The full runway
Every category Lipton 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 15 SKUs. Room to widen the line.
On shelf here, but only 1 of 7 SKUs. Room to widen the line.
How it prices
Where it would price in dry soup kits. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Lipton’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 →
