Reading the shelf…
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Baratti & Milano isn’t on Target’s shelf yet in any of its 6 stores. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Assorted Candies in Other Candies.
Target stocks other candies 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.
Target carries chewy candy in real depth, 34 SKUs against a fleet median of 8, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is other candies: Target stocks only 3 there, so Baratti & Milano Assorted Candies stands out rather than blending in. Lead with the other candies, and position the chewy candy as a finishing or gift item.
Target merchandises 2 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 55/100.
enters a thin other candies shelf as a point of difference.
Every category Baratti & Milano 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Baratti & Milano’s SKUs Target doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
The store barely carries this category, so it is a hard sell.