Pepperidge Farm Goldfish at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Pepperidge Farm Goldfish is a brand known for its iconic fish-shaped snack crackers, offering a variety of flavors including cheddar, pretzel, and Flavor Blasted varieties.
It’s already on the shelf here, with 14 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Pretzel Baked Snack Crackers in Pretzels.
Falletti Foods stocks pretzels 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.
Falletti Foods merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
maps onto categories the store already runs.
The full runway
Every category Pepperidge Farm Goldfish 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.
How it prices
Where it would price in pretzels. Each dot is a product on the shelf, by its cost per oz (hover for which). Pepperidge Farm Goldfish (orange) sits in line with the shelf.
What to bring to expand
Pepperidge Farm Goldfish’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 →
