Annie's at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Annie's Homegrown is an American organic food brand founded in 1989, known for its commitment to natural and organic products.
It’s already on the shelf here, with 14 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen and 12 new doors to enter, replicated across all 6 stores.
Lead with Macaroni and Classic Cheddar Mac and Cheese in Boxed Pasta Meals & Sides.
Target stocks boxed pasta meals & sides thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 15 other Bay Area grocers.
Target merchandises 25 of the 32 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
maps onto categories the store already runs.
The full runway · across 6 stores
Every category Annie's 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 8 of 46 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in boxed pasta meals & sides. Each dot is a product on the shelf, by its cost per oz (hover for which). Annie's (orange) sits well above the shelf.
What to bring to expand
Annie'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 →
