Uncle Matt's Organic at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter, replicated across all 6 stores.
Lead with Orange Juice with Pulp in Orange Juice.
Target stocks orange juice thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
The more differentiated opening is orange juice: Target stocks only 6 there, so Uncle Matt's Organic Orange Juice with Pulp stands out rather than blending in.
Target merchandises 4 of the 4 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
an established national brand with proven demand.
enters a thin orange juice shelf as a point of difference.
The full runway · across 6 stores
Every category Uncle Matt's Organic 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 2 of 5 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in orange juice. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Uncle Matt's Organic (orange) sits well above the shelf.
What to bring to expand
Uncle Matt's Organic’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 →
