Muir Glen at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Muir Glen is a brand known for its organic tomato products, including a variety of canned and jarred tomatoes, sauces, salsas, and ketchup.
It’s already on the shelf here, with 11 SKUs across 7 categories. The growth is depth and breadth: 5 categories to widen and 2 new doors to enter.
Lead with Organic Crushed Tomatoes With Basil in Canned Crushed Tomatoes.
Falletti Foods stocks canned crushed tomatoes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
The more differentiated opening is canned crushed tomatoes: Falletti Foods stocks only 7 there, so Muir Glen Organic Crushed Tomatoes With Basil stands out rather than blending in.
Falletti Foods merchandises 9 of the 9 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin canned crushed tomatoes shelf as a point of difference.
The full runway
Every category Muir Glen 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 3 of 9 SKUs. Room to widen the line.
On shelf here, but only 2 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in canned crushed tomatoes. Each dot is a product on the shelf, by its cost per oz (hover for which). Muir Glen (orange) sits above the shelf.
What to bring to expand
Muir Glen’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 →
