Rip Van Wafels at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Rip Van Wafels is an American food brand known for its innovative take on traditional Dutch stroopwafels and other snack products.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 6 stores.
Lead with Wafels, Dutch Caramel & Vanilla, 4 Pack in Packaged Cookies.
Target stocks packaged cookies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
Target merchandises 2 of the 3 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway · across 6 stores
Every category Rip Van Wafels 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 16 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in packaged cookies. Each dot is a product on the shelf, by its cost per oz (hover for which). Rip Van Wafels (orange) sits well above the shelf.
What to bring to expand
Rip Van Wafels’ 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 →
