Dean's at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 6 stores.
Lead with French Onion Dip 16 oz, Refrigerated Dairy Dip in Fresh French Onion Dip.
Target stocks fresh french onion dip 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.
The more differentiated opening is fresh french onion dip: Target stocks only 1 there, so DEAN'S French Onion Dip 16 oz, Refrigerated Dairy Dip stands out rather than blending in.
Target merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin fresh french onion dip shelf as a point of difference.
The full runway · across 6 stores
Every category Dean's 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.
What to bring to expand
Dean'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 →