Nielsen-massey at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Nielsen-Massey is a renowned brand specializing in high-quality vanilla extracts, pastes, and flavors.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Vanilla Extract, Pure in Vanilla Extract.
Falletti Foods stocks vanilla extract thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is vanilla extract: Falletti Foods stocks only 7 there, so Nielsen-Massey Vanilla Extract, Pure stands out rather than blending in.
Falletti Foods merchandises 5 of the 5 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 55/100.
enters a thin vanilla extract shelf as a point of difference.
The full runway
Every category Nielsen-massey 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 1 of 10 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in vanilla extract. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Nielsen-massey (orange) sits in line with the shelf.
What to bring to expand
Nielsen-massey’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 →
