Calbee at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Calbee is a Japanese snack food company known for its innovative and flavorful snacks made with natural ingredients.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter, replicated across all 6 stores.
Lead with Shrimp Chips, Original, Baked in Seafood Chips.
Target stocks seafood chips 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 potato chips in real depth, 141 SKUs against a fleet median of 46.5, 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 seafood chips: Target stocks only 1 there, so Calbee Shrimp Chips, Original, Baked stands out rather than blending in. Lead with the seafood chips, and position the potato chips as a finishing or gift item.
Target merchandises 5 of the 6 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 55/100.
enters a thin seafood chips shelf as a point of difference.
The full runway · across 6 stores
Every category Calbee 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 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Calbee’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 →
