Skippy at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Skippy is a well-known brand specializing in peanut butter products, offering a variety of options including creamy, super chunk, and natural peanut butter spreads.
It’s already on the shelf here, with 6 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen, replicated across all 6 stores.
Lead with Creamy Peanut Butter in Peanut Butter.
Target stocks peanut butter 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.
The more differentiated opening is peanut butter: Target stocks only 11 there, so SKIPPY Creamy Peanut Butter stands out rather than blending in.
Target merchandises 2 of the 2 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 35/100.
enters a thin peanut butter shelf as a point of difference.
The full runway · across 6 stores
Every category Skippy 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 5 of 17 SKUs. Room to widen the line.
Fully stocked here (1/1 SKUs).
How it prices
Where it would price in peanut butter. Each dot is a product on the shelf, by its cost per oz (hover for which). Skippy (orange) sits well above the shelf.
What to bring to expand
Skippy’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 →
