Wholesome at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Wholesome Sweeteners is a prominent provider of organic, Fair Trade Certified, and non-GMO sweeteners, including a variety of sugars, syrups, and honeys.
It’s already on the shelf here, with 5 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 5 new doors to enter.
Lead with Organic Turbinado Sugar in Brown Sugars.
Falletti Foods stocks brown sugars thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is brown sugars: Falletti Foods stocks only 13 there, so Wholesome Organic Turbinado Sugar stands out rather than blending in.
Falletti Foods merchandises 11 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin brown sugars shelf as a point of difference.
The full runway
Every category Wholesome 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 7 SKUs. Room to widen the line.
On shelf here, but only 2 of 7 SKUs. Room to widen the line.
How it prices
Where it would price in brown sugars. Each dot is a product on the shelf, by its cost per oz (hover for which). Wholesome (orange) sits below the shelf.
What to bring to expand
Wholesome’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 →
