Bianco at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Bianco DiNapoli is an American brand that specializes in organic canned tomato products, founded in 2010 through a collaboration between tomato processor Rob DiNapoli and chef Chris Bianco.
Bianco 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 Organic Crushed Tomatoes in Canned Crushed Tomatoes.
Falletti Foods stocks canned crushed tomatoes 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 canned crushed tomatoes: Falletti Foods stocks only 7 there, so Bianco Organic Crushed Tomatoes stands out rather than blending in.
Falletti Foods merchandises 1 of the 1 category the brand sells.
organic against the store's assortment lean.
brand excitement 40/100.
enters a thin canned crushed tomatoes shelf as a point of difference.
The full runway
Every category Bianco 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.
How it prices
Where it would price in canned crushed tomatoes. Each dot is a product on the shelf, by its cost per oz (hover for which). Bianco (orange) sits below the shelf.
What to bring to land
Bianco’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 →