So Delicious at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
So Delicious is a brand specializing in dairy-free food and beverages, offering a wide range of products including frozen desserts, yogurt alternatives, creamers, and beverages.
It’s already on the shelf here, with 8 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter, replicated across all 6 stores.
Lead with Coconut Milk Yogurt Alternative, Unsweetened Plain, 24 oz in Dairy-Free Yogurt.
Target stocks dairy-free yogurt thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is dairy-free yogurt: Target stocks only 14 there, so So Delicious Coconut Milk Yogurt Alternative, Unsweetened Plain, 24 oz stands out rather than blending in.
Target merchandises 4 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin dairy-free yogurt shelf as a point of difference.
The full runway · across 6 stores
Every category So Delicious 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 25 SKUs. Room to widen the line.
On shelf here, but only 3 of 12 SKUs. Room to widen the line.
What to bring to expand
So Delicious’ 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 →
