Fage at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
FAGE is an international dairy company known for its authentic Greek strained yogurt, which is made using fresh milk and live active cultures.
It’s already on the shelf here, with 5 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 6 stores.
Lead with Greek Strained Yogurt with Blueberry in Greek & Icelandic Yogurt.
Target stocks greek & icelandic yogurt thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
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.
Target merchandises 2 of the 2 categories the brand sells.
keto, non-gmo against the store's assortment lean.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway · across 6 stores
Every category Fage 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 5 of 21 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in greek & icelandic yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Fage (orange) sits well above the shelf.
What to bring to expand
Fage’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 →
