Minasso at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Minasso is an Italian brand specializing in traditional Ligurian products, including olives, sauces, and spreads.
It’s already on the shelf here, with 5 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen.
Lead with Red Pesto with Olives in Pesto.
Falletti Foods stocks pesto 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 pesto: Falletti Foods stocks only 6 there, so Minasso Red Pesto with Olives stands out rather than blending in.
Falletti Foods merchandises 2 of the 2 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin pesto shelf as a point of difference.
The full runway
Every category Minasso 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.
How it prices
Where it would price in pesto. Each dot is a product on the shelf, by its cost per oz (hover for which). Minasso (orange) sits in line with the shelf.
What to bring to expand
Minasso’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 →
