Chosen Foods at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Chosen Foods is a brand that specializes in avocado oil and avocado oil-based products.
It’s already on the shelf here, with 5 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 5 new doors to enter, replicated across all 6 stores.
Lead with Organic Avocado Cooking Oil in Avocado Oil.
Target stocks avocado oil thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
Target carries mayonnaise in real depth, 42 SKUs against a fleet median of 15, 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 avocado oil: Target stocks only 8 there, so Chosen Foods Organic Avocado Cooking Oil stands out rather than blending in. Lead with the avocado oil, and position the mayonnaise as a finishing or gift item.
Target merchandises 10 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin avocado oil shelf as a point of difference.
The full runway · across 6 stores
Every category Chosen Foods 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 4 of 10 SKUs. Room to widen the line.
On shelf here, but only 1 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in avocado oil. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Chosen Foods (orange) sits above the shelf.
What to bring to expand
Chosen Foods’ 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 →
