Cocojune at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Cocojune is a New York-based brand that specializes in organic, plant-based dairy alternatives, including yogurt, dips, and sour cream.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter, replicated across all 6 stores.
Lead with Lemon Dill Yogurt Dip in Tzatziki.
Target stocks tzatziki 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 greek & icelandic yogurt in real depth, 94 SKUs against a fleet median of 36, 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 tzatziki: Target stocks only 1 there, so cocojune Lemon Dill Yogurt Dip stands out rather than blending in. Lead with the tzatziki, and position the greek & icelandic yogurt as a finishing or gift item.
Target merchandises 4 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
enters a thin tzatziki shelf as a point of difference.
The full runway · across 6 stores
Every category Cocojune 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 12 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Cocojune’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 →
