Barilla at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Barilla is a renowned Italian brand specializing in a wide range of pasta and sauces.
It’s already on the shelf here, with 7 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 1 new door to enter, replicated across all 6 stores.
Lead with Penne - Non-GMO Pasta Made with Durum Wheat Semolina & Kosher Certified in Penne Pasta.
Target stocks penne pasta 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 penne pasta: Target stocks only 1 there, so Barilla Penne - Non-GMO Pasta Made with Durum Wheat Semolina & Kosher Certified stands out rather than blending in.
Target merchandises 7 of the 22 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin penne pasta shelf as a point of difference.
The full runway · across 6 stores
Every category Barilla 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 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 8 SKUs. Room to widen the line.
What to bring to expand
Barilla’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 →
