Mid East at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Mid East is a grocery brand specializing in Middle Eastern condiments and bakery products. The brand offers a range of items including tahini, puff pastry, and pure plain honey.
Mid East isn’t on Falletti Foods’ shelf yet. The opening: 7 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Tahini in Tahini Sesame Paste.
Falletti Foods stocks tahini sesame paste thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is tahini sesame paste: Falletti Foods stocks only 3 there, so Mid East Tahini stands out rather than blending in.
Falletti Foods merchandises 10 of the 10 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin tahini sesame paste shelf as a point of difference.
The full runway
Every category Mid East 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Mid East’s 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 →
