Simple Mills at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Simple Mills is a Chicago-based food brand that specializes in creating better-for-you snacks and baking mixes using whole-food ingredients.
It’s already on the shelf here, with 6 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 8 new doors to enter, replicated across all 6 stores.
Lead with Almond Flour Banana Muffin & Bread Baking Mix in Muffin Mixes.
Target stocks muffin mixes 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 muffin mixes: Target stocks only 4 there, so Simple Mills Almond Flour Banana Muffin & Bread Baking Mix stands out rather than blending in.
Target merchandises 12 of the 16 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin muffin mixes shelf as a point of difference.
The full runway · across 6 stores
Every category Simple Mills 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 16 SKUs. Room to widen the line.
On shelf here, but only 1 of 20 SKUs. Room to widen the line.
What to bring to expand
Simple Mills’ 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 →
