Dole at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Dole is a renowned brand specializing in fresh fruits and fruit-based products, including packaged fruit snacks and a variety of juices.
It’s already on the shelf here, with 8 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter, replicated across all 6 stores.
Lead with Fruit Bowls Snack, in 100% Fruit Juice, Diced Peaches in Fruit Snack Cups.
Target stocks fruit snack cups 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.
The more differentiated opening is fruit snack cups: Target stocks only 9 there, so Dole Fruit Bowls Snack, in 100% Fruit Juice, Diced Peaches stands out rather than blending in.
Target merchandises 14 of the 21 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 25/100.
enters a thin fruit snack cups shelf as a point of difference.
The full runway · across 6 stores
Every category Dole 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 6 of 16 SKUs. Room to widen the line.
On shelf here, but only 1 of 12 SKUs. Room to widen the line.
How it prices
Where it would price in fruit snack cups. Each dot is a product on the shelf, by its cost per oz (hover for which). Dole (orange) sits well above the shelf.
What to bring to expand
Dole’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 →
