Pepperidge Farm 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 is a well-known brand specializing in cookies and crackers. It offers a variety of baked snacks, including the popular Goldfish crackers and Milano cookies.
It’s already on the shelf here, with 31 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 6 new doors to enter.
Lead with Farmhouse Thin and Crispy Dark Chocolate Chip Cookies in Packaged Cookies.
Falletti Foods stocks packaged cookies 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.
Falletti Foods merchandises 10 of the 15 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 50/100.
maps onto categories the store already runs.
The full runway
Every category Pepperidge Farm 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 30 of 39 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in packaged cookies. Each dot is a product on the shelf, by its cost per oz (hover for which). Pepperidge Farm (orange) sits above the shelf.
What to bring to expand
Pepperidge Farm’s SKUs Falletti Foods doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 31
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 →
