Fishwife at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Fishwife is a woman-founded and led brand specializing in premium, ethically sourced tinned seafood.
It’s already on the shelf here, with 7 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen, replicated across all 6 stores.
Lead with Sardines with Hot Pepper in Canned Sardines.
Target stocks canned sardines thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Target carries canned tuna in real depth, 38 SKUs against a fleet median of 17.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is canned sardines: Target stocks only 1 there, so Fishwife Sardines with Hot Pepper stands out rather than blending in. Lead with the canned sardines, and position the canned tuna as a finishing or gift item.
Target merchandises 5 of the 7 categories the brand sells.
keto against the store's assortment lean.
brand excitement 85/100.
enters a thin canned sardines shelf as a point of difference.
The full runway · across 6 stores
Every category Fishwife 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 2 of 6 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Fishwife’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 →
