Pumpkin Tree at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Pumpkin Tree Organics is a family-owned company that specializes in organic, non-GMO fruit and vegetable snack pouches for children.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Fruit Puree, Organic, Strawberry & Banana in Baby Food Purees.
Falletti Foods stocks baby food purees thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 14 other Bay Area grocers.
Falletti Foods merchandises 2 of the 3 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
maps onto categories the store already runs.
The full runway
Every category Pumpkin Tree 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 4 of 14 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 baby food purees. Each dot is a product on the shelf, by its cost per oz (hover for which). Pumpkin Tree (orange) sits in line with the shelf.
What to bring to expand
Pumpkin Tree’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 →
