Ortega at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Fire Roasted Mild Diced Green Chiles in Canned Green Chiles.
Falletti Foods stocks canned green chiles thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is canned green chiles: Falletti Foods stocks only 2 there, so Ortega Fire Roasted Mild Diced Green Chiles stands out rather than blending in.
Falletti Foods merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin canned green chiles shelf as a point of difference.
The full runway
Every category Ortega 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 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
What to bring to expand
Ortega’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 →
