Stonewall Kitchen at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Stonewall Kitchen is a specialty food brand known for its high-quality sauces, pancake and waffle mixes, and jams.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 16 new doors to enter, replicated across all 6 stores.
Lead with Farmhouse Pancake & Waffle Mix in Pancake & Waffle Mix.
Target stocks pancake & waffle mix 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 pancake & waffle mix: Target stocks only 10 there, so Stonewall Kitchen Farmhouse Pancake & Waffle Mix stands out rather than blending in.
Target merchandises 38 of the 56 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin pancake & waffle mix shelf as a point of difference.
The full runway · across 6 stores
Every category Stonewall Kitchen 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 1 of 9 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Stonewall Kitchen’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 →
