Santa Cruz Pasta Factory at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 13 SKUs across 11 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Whole Wheat Fettuccini in Fettuccine Pasta.
Falletti Foods stocks fettuccine pasta 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.
The more differentiated opening is fettuccine pasta: Falletti Foods stocks only 8 there, so Santa Cruz Pasta Factory Whole Wheat Fettuccini stands out rather than blending in.
Falletti Foods merchandises 12 of the 13 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin fettuccine pasta shelf as a point of difference.
The full runway
Every category Santa Cruz Pasta Factory 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 2 of 3 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 fettuccine pasta. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Santa Cruz Pasta Factory’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 →
