Kraft at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Kraft is a well-known brand specializing in cheese and prepared foods, offering a variety of products that cater to different meal occasions.
It’s already on the shelf here, with 20 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 8 new doors to enter, replicated across all 6 stores.
Lead with Cheese, Parmesan, Grated in Parmesan.
Target stocks parmesan thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Target carries mayonnaise in real depth, 42 SKUs against a fleet median of 15, 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 parmesan: Target stocks only 8 there, so Kraft Cheese, Parmesan, Grated stands out rather than blending in. Lead with the parmesan, and position the mayonnaise as a finishing or gift item.
Target merchandises 17 of the 23 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin parmesan shelf as a point of difference.
The full runway · across 6 stores
Every category Kraft 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 12 of 17 SKUs. Room to widen the line.
On shelf here, but only 2 of 9 SKUs. Room to widen the line.
What to bring to expand
Kraft’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 →
