The Midwife & The Baker 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 Midwife & The Baker isn’t on Falletti Foods’ shelf yet. The opening: 8 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Croissants in Croissants.
Falletti Foods stocks croissants 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 croissants: Falletti Foods stocks only 3 there, so The Midwife & The Baker Croissants stands out rather than blending in.
Falletti Foods merchandises 8 of the 9 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 68/100.
enters a thin croissants shelf as a point of difference.
The full runway
Every category The Midwife & The Baker 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
The Midwife & The Baker’s SKUs Falletti Foods doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
