Puravida at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
PuraVida is a grocery brand specializing in frozen vegetables and entrees, known for its innovative Cryo Crafted™ process that preserves the flavor and nutrition of farm-fresh ingredients.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter, replicated across all 6 stores.
Lead with Fire Roasted Primavera Mistura, 64 oz in Frozen Mixed Vegetables.
Target stocks frozen mixed vegetables thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is frozen mixed vegetables: Target stocks only 7 there, so PuraVida Fire Roasted Primavera Mistura, 64 oz stands out rather than blending in.
Target merchandises 5 of the 7 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin frozen mixed vegetables shelf as a point of difference.
The full runway · across 6 stores
Every category Puravida 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 6 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Puravida’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 →
