Dang at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Dang isn’t on Target’s shelf yet in any of its 6 stores. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Thai Rice Chips Gluten Free, Original in Grain Chips.
Target stocks grain chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
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 grain chips: Target stocks only 10 there, so Dang Thai Rice Chips Gluten Free, Original stands out rather than blending in. Lead with the grain chips, and position the potato chips as a finishing or gift item.
Target merchandises 3 of the 4 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
an established national brand with proven demand.
enters a thin grain chips shelf as a point of difference.
The full runway · across 6 stores
Every category Dang 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in grain chips. Each dot is a product on the shelf, by its cost per oz (hover for which). Dang (orange) sits well above the shelf.
What to bring to land
Dang’s SKUs Target doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
