Vita Coco at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Vita Coco is a brand specializing in coconut-based beverages and products.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen.
Lead with Extra Coconut Water in Coconut Water.
Falletti Foods stocks coconut water thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
The more differentiated opening is coconut water: Falletti Foods stocks only 5 there, so Vita Coco Extra Coconut Water stands out rather than blending in.
Falletti Foods merchandises 3 of the 3 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin coconut water shelf as a point of difference.
The full runway
Every category Vita Coco 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 15 SKUs. Room to widen the line.
Fully stocked here (1/1 SKUs).
How it prices
Where it would price in coconut water. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Vita Coco (orange) sits below the shelf.
What to bring to expand
Vita Coco’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 →
