Pedigree at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Pedigree isn’t on Falletti Foods’ shelf yet. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with High Protein Adult Dry Dog Food Roasted Chicken & Vegetable Flavor, 3.5 lb. Bag in Dry Dog Food.
Falletti Foods stocks dry dog food thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is dry dog food: Falletti Foods stocks only 5 there, so Pedigree High Protein Adult Dry Dog Food Roasted Chicken & Vegetable Flavor, 3.5 lb. Bag stands out rather than blending in.
Falletti Foods merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 20/100.
enters a thin dry dog food shelf as a point of difference.
The full runway
Every category Pedigree 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Pedigree’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 →
