Kerrygold at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Kerrygold is a premium dairy brand known for its high-quality butter and cheese products, established in 1962 by the Irish Dairy Board.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 4 new doors to enter, replicated across all 6 stores.
Lead with Grass-Fed Dubliner Irish Cheese in Dubliner.
Target stocks dubliner thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is dubliner: Target stocks only 1 there, so Kerrygold Grass-Fed Dubliner Irish Cheese stands out rather than blending in.
Target merchandises 7 of the 12 categories the brand sells.
grass-fed against the store's assortment lean.
brand excitement 55/100.
enters a thin dubliner shelf as a point of difference.
The full runway · across 6 stores
Every category Kerrygold 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 5 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
What to bring to expand
Kerrygold’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 →
