The Matzo Project at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
The Matzo Project offers a diverse range of matzo-based products that cater to various dietary preferences, including vegan, kosher, nut-free, and dairy-free options.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Matzo Flats in Matzah.
Falletti Foods stocks matzah 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 matzah: Falletti Foods stocks only 2 there, so The Matzo Project Matzo Flats stands out rather than blending in.
Falletti Foods merchandises 2 of the 2 categories the brand sells.
vegan against the store's assortment lean.
brand excitement 75/100.
enters a thin matzah shelf as a point of difference.
The full runway
Every category The Matzo Project 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 1 of 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
The Matzo Project’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 →