Alexia at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Alexia is a food brand known for its high-quality frozen foods, particularly in the categories of vegetables and snacks.
It’s already on the shelf here, with 5 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 3 new doors to enter, replicated across all 6 stores.
Lead with Onion Rings, with Panko Breading & Sea Salt, Crispy in Frozen Onion Rings.
Target stocks frozen onion rings thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
The more differentiated opening is frozen onion rings: Target stocks only 1 there, so Alexia Onion Rings, with Panko Breading & Sea Salt, Crispy stands out rather than blending in.
Target merchandises 9 of the 10 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin frozen onion rings shelf as a point of difference.
The full runway · across 6 stores
Every category Alexia plays in across the Bay Area grocers we track, and where it stands at Target. 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 11 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Alexia’s SKUs Target 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 Target’s 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. Target profile →
