Once Upon A Farm at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Once Upon a Farm is a brand specializing in organic, non-GMO snacks and meals for babies, toddlers, and children.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 6 new doors to enter, replicated across all 6 stores.
Lead with Organic Kids' Soft Baked Bar, Apple & Oat in Other Snack Bars.
Target stocks other snack bars 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 yogurt tubes & pouches in real depth, 20 SKUs against a fleet median of 5.5, 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 other snack bars: Target stocks only 7 there, so Once Upon a Farm Organic Kids' Soft Baked Bar, Apple & Oat stands out rather than blending in. Lead with the other snack bars, and position the yogurt tubes & pouches as a finishing or gift item.
Target merchandises 9 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin other snack bars shelf as a point of difference.
The full runway · across 6 stores
Every category Once Upon A Farm 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 8 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Once Upon A Farm’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 →
