Sun-maid at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Sun-Maid is a well-established brand known for its dried fruits and bread products, particularly its iconic California Sun-Dried Raisins and Cinnamon Swirl Raisin Bread.
It’s already on the shelf here, with 6 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen, replicated across all 6 stores.
Lead with California Sun-Dried Raisins in Dried Raisins.
Target stocks dried raisins thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is dried raisins: Target stocks only 2 there, so Sun-Maid California Sun-Dried Raisins stands out rather than blending in.
Target merchandises 4 of the 6 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 35/100.
enters a thin dried raisins shelf as a point of difference.
The full runway · across 6 stores
Every category Sun-maid 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 4 SKUs. Room to widen the line.
On shelf here, but only 2 of 13 SKUs. Room to widen the line.
What to bring to expand
Sun-maid’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 →
