Elmhurst at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Elmhurst is a brand specializing in plant-based milk alternatives, offering a range of products made from nuts, grains, and seeds.
Elmhurst isn’t on Target’s shelf yet in any of its 6 stores. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Unsweetened Almond Milk in Almond Milk.
Target stocks almond milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
The more differentiated opening is almond milk: Target stocks only 5 there, so Elmhurst Unsweetened Almond Milk stands out rather than blending in.
Target merchandises 5 of the 7 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 75/100.
enters a thin almond milk shelf as a point of difference.
The full runway · across 6 stores
Every category Elmhurst 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 almond milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Elmhurst (orange) sits well above the shelf.
What to bring to land
Elmhurst’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 →
