Milky Way at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 6 stores.
Lead with Candy Midnight Dark Chocolate Bar Full Size in Chocolate Candies.
Target stocks chocolate candies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Target merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
maps onto categories the store already runs.
The full runway · across 6 stores
Every category Milky Way 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 5 SKUs. Room to widen the line.
How it prices
Where it would price in chocolate candies. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Milky Way (orange) sits above the shelf.
What to bring to expand
Milky Way’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 →