Mori-Nu at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Mori-Nu isn’t on Falletti Foods’ shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Extra Firm Silken Tofu in Tofu And Bean Curd.
Falletti Foods stocks tofu and bean curd 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.
Falletti Foods merchandises 1 of the 2 categories the brand sells.
vegan, vegetarian against the store's assortment lean.
brand excitement 55/100.
maps onto categories the store already runs.
The full runway
Every category Mori-Nu 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.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in tofu and bean curd. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to land
Mori-Nu’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 →