Reading the shelf…
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Antico Pastificio Morelli isn’t on Falletti Foods’ shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Egg Pappardelle Pasta in Egg Noodles.
Falletti Foods stocks egg noodles 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 egg noodles: Falletti Foods stocks only 6 there, so Antico Pastificio Morelli Egg Pappardelle Pasta stands out rather than blending in.
Falletti Foods merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin egg noodles shelf as a point of difference.
Every category Antico Pastificio Morelli 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.
Where it would price in egg noodles. Each dot is a product on the shelf, by its cost per oz (hover for which).
Antico Pastificio Morelli’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 →