Horizon Organic at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Horizon Organic is a pioneering brand in the organic dairy industry, known for being the first organic dairy brand sold nationwide.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 5 new doors to enter, replicated across all 6 stores.
Lead with Chocolate Lowfat Milk in Chocolate Milk.
Target stocks chocolate milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
Target carries frozen yogurt in real depth, 16 SKUs against a fleet median of 8, 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 chocolate milk: Target stocks only 4 there, so Horizon Organic Chocolate Lowfat Milk stands out rather than blending in. Lead with the chocolate milk, and position the frozen yogurt as a finishing or gift item.
Target merchandises 8 of the 13 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
enters a thin chocolate milk shelf as a point of difference.
The full runway · across 6 stores
Every category Horizon Organic 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 1 of 8 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Horizon Organic’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 →
