La Tourangelle at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
La Tourangelle is a French-American family-owned brand specializing in high-quality culinary oils.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 4 new doors to enter, replicated across all 6 stores.
Lead with Avocado Oil in Avocado Oil.
Target stocks avocado oil 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.
The more differentiated opening is avocado oil: Target stocks only 8 there, so La Tourangelle Avocado Oil stands out rather than blending in.
Target merchandises 7 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin avocado oil shelf as a point of difference.
The full runway · across 6 stores
Every category La Tourangelle 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 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in avocado oil. Each dot is a product on the shelf, by its cost per fl oz (hover for which). La Tourangelle (orange) sits well above the shelf.
What to bring to expand
La Tourangelle’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 →
