Newman's Own at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Newman's Own is an American food company founded in 1982 by actor Paul Newman and author A.E. Hotchner, known for its diverse range of food and beverage products.
It’s already on the shelf here, with 16 SKUs across 11 categories. The growth is depth and breadth: 7 categories to widen and 6 new doors to enter.
Lead with Organic Raisins in Dried Raisins.
Falletti Foods stocks dried raisins 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 dried raisins: Falletti Foods stocks only 5 there, so Newman's Own Organic Raisins stands out rather than blending in.
Falletti Foods merchandises 19 of the 21 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 58/100.
enters a thin dried raisins shelf as a point of difference.
The full runway
Every category Newman's Own 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 2 of 7 SKUs. Room to widen the line.
On shelf here, but only 2 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in dried raisins. Each dot is a product on the shelf, by its cost per oz (hover for which). Newman's Own (orange) sits well above the shelf.
What to bring to expand
Newman's Own’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 →
