Old El Paso 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 6 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 Extra Large Super Stuffer Taco Shells in Taco Shells.
Target stocks taco shells thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is taco shells: Target stocks only 5 there, so Old El Paso Extra Large Super Stuffer Taco Shells stands out rather than blending in.
Target merchandises 3 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin taco shells shelf as a point of difference.
The full runway · across 6 stores
Every category Old El Paso 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 3 of 5 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
What to bring to expand
Old El Paso’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 →
