Kit Kat® at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Kit Kat® is a renowned brand known for its chocolate-covered wafer bars, offering a variety of flavors including milk chocolate, dark chocolate, and vanilla.
It’s already on the shelf here, with 10 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter, replicated across all 6 stores.
Lead with Kit Kat Dark Chocolate Wafers in Packaged Cookies.
Target stocks packaged cookies 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.
Target merchandises 3 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
maps onto categories the store already runs.
The full runway · across 6 stores
Every category Kit Kat® 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 22 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in packaged cookies. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Kit Kat®’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 →
