R.w. Knudsen Family at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
R.W. Knudsen Family is a renowned American brand that specializes in natural and organic fruit and vegetable juices.
It’s already on the shelf here, with 6 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter, replicated across all 6 stores.
Lead with Organic Tomato Juice in Vegetable Juice.
Target stocks vegetable juice thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
The more differentiated opening is vegetable juice: Target stocks only 4 there, so R.W. Knudsen Family Organic Tomato Juice stands out rather than blending in.
Target merchandises 5 of the 5 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 45/100.
enters a thin vegetable juice shelf as a point of difference.
The full runway · across 6 stores
Every category R.w. Knudsen Family 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 4 of 29 SKUs. Room to widen the line.
On shelf here, but only 2 of 7 SKUs. Room to widen the line.
What to bring to expand
R.w. Knudsen Family’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 →
