Fancy Feast at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Fancy Feast is a premium cat food brand known for its gourmet offerings, providing a variety of wet and dry cat food options, as well as treats and meal toppers.
It’s already on the shelf here, with 9 SKUs across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 6 stores.
Lead with Purina Fancy Feast Wet Cat Food Flaked Fish and Shrimp Feast in Wet Cat Food.
Target stocks wet cat food thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is wet cat food: Target stocks only 10 there, so Purina Fancy Feast Wet Cat Food Flaked Fish and Shrimp Feast stands out rather than blending in.
Target merchandises 2 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin wet cat food shelf as a point of difference.
The full runway · across 6 stores
Every category Fancy Feast 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 9 of 95 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Fancy Feast’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 →
