Mum-mum at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Mum-mum 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 Paw Patrol Banana & Strawberry Wafer Sticks in Baby Snacks.
Falletti Foods stocks baby snacks 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 baby snacks: Falletti Foods stocks only 12 there, so Mum-Mum Paw Patrol Banana & Strawberry Wafer Sticks stands out rather than blending in.
Falletti Foods merchandises 1 of the 1 category the brand sells.
non-gmo against the store's assortment lean.
brand excitement 50/100.
enters a thin baby snacks shelf as a point of difference.
The full runway
Every category Mum-mum 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.
How it prices
Where it would price in baby snacks. Each dot is a product on the shelf, by its cost per oz (hover for which). Mum-mum (orange) sits below the shelf.
What to bring to land
Mum-mum’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 →