Bob's Red Mill at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Bob's Red Mill is a renowned American brand known for its whole-grain foods, founded in 1978 by Bob and Charlee Moore.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 10 new doors to enter, replicated across all 6 stores.
Lead with White All-Purpose Flour, Unbleached, Organic in All Purpose Flour.
Target stocks all purpose flour 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 all purpose flour: Target stocks only 2 there, so Bob's Red Mill White All-Purpose Flour, Unbleached, Organic stands out rather than blending in.
Target merchandises 20 of the 71 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin all purpose flour shelf as a point of difference.
The full runway · across 6 stores
Every category Bob's Red Mill 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 1 of 4 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Bob's Red Mill’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 →
