Simple Mills at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Simple Mills is a Chicago-based food brand that specializes in creating better-for-you snacks and baking mixes using whole-food ingredients.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 9 new doors to enter.
Lead with Almond Flour Crackers, Fine Ground Sea Salt in Crackers.
Falletti Foods stocks crackers thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 16 other Bay Area grocers.
Falletti Foods merchandises 12 of the 16 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway
Every category Simple Mills 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 3 of 20 SKUs. Room to widen the line.
On shelf here, but only 1 of 16 SKUs. Room to widen the line.
How it prices
Where it would price in crackers. Each dot is a product on the shelf, by its cost per oz (hover for which). Simple Mills (orange) sits well above the shelf.
What to bring to expand
Simple Mills’ 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 →
