True Delicious 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 6 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Chocolate Dipped Biscotti in Biscotti.
Falletti Foods stocks biscotti 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.
Falletti Foods carries other cookies in real depth, 25 SKUs against a fleet median of 11, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is biscotti: Falletti Foods stocks only 9 there, so True Delicious Chocolate Dipped Biscotti stands out rather than blending in. Lead with the biscotti, and position the other cookies as a finishing or gift item.
Falletti Foods merchandises 2 of the 2 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 30/100.
enters a thin biscotti shelf as a point of difference.
The full runway
Every category True Delicious 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 6 of 7 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 biscotti. Each dot is a product on the shelf, by its cost per oz (hover for which). True Delicious (orange) sits well above the shelf.
What to bring to expand
True Delicious’ 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 →
