Purely Elizabeth at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Purely Elizabeth is a natural and organic food company that focuses on nutrient-rich breakfast and snack products.
It’s already on the shelf here, with 6 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Protein Oatmeal, Maple Cinnamon Roll in Quick Oats.
Falletti Foods stocks quick oats 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.
Falletti Foods merchandises 5 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
maps onto categories the store already runs.
The full runway
Every category Purely Elizabeth 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 5 of 26 SKUs. Room to widen the line.
On shelf here, but only 1 of 13 SKUs. Room to widen the line.
How it prices
Where it would price in quick oats. Each dot is a product on the shelf, by its cost per oz (hover for which). Purely Elizabeth (orange) sits above the shelf.
What to bring to expand
Purely Elizabeth’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 →
