Toby's at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Toby's is a brand specializing in handcrafted salad dressings, dips, and spreads, known for using simple, wholesome ingredients.
Toby's isn’t on Target’s shelf yet in any of its 6 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Ranch Dressing & Dip in Ranch Dressing.
Target stocks ranch dressing 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 ranch dressing: Target stocks only 3 there, so Toby's Ranch Dressing & Dip stands out rather than blending in.
Target merchandises 1 of the 5 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin ranch dressing shelf as a point of difference.
The full runway · across 6 stores
Every category Toby's 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
The store barely carries this category, so it is a hard sell.
What to bring to land
Toby's’ SKUs Target doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
