Mount Hagen 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 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 6 stores.
Lead with Organic Freeze-Dried Decaffeinated Fairtrade Instant Coffee in Instant Coffee.
Target stocks instant coffee thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
Target carries instant coffee in real depth, 16 SKUs against a fleet median of 7, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Target merchandises 1 of the 2 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 55/100.
the categories it plays in are already deep here.
The full runway · across 6 stores
Every category Mount Hagen 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.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in instant coffee. Each dot is a product on the shelf, by its cost per oz (hover for which). Mount Hagen (orange) sits well above the shelf.
What to bring to expand
Mount Hagen’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 →
