Vermont Coffee Co 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, replicated across all 6 stores.
Lead with mpany Organic Dark Roast, 32 oz in Whole Bean Coffee.
Target stocks whole bean coffee 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.
Target carries ground coffee in real depth, 134 SKUs against a fleet median of 44, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is whole bean coffee: Target stocks only 8 there, so Vermont Coffee Company Organic Dark Roast, 32 oz stands out rather than blending in. Lead with the whole bean coffee, and position the ground coffee as a finishing or gift item.
Target merchandises 2 of the 2 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
enters a thin whole bean coffee shelf as a point of difference.
The full runway · across 6 stores
Every category Vermont Coffee Co 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 3 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 whole bean coffee. Each dot is a product on the shelf, by its cost per oz (hover for which). Vermont Coffee Co (orange) sits in line with the shelf.
What to bring to expand
Vermont Coffee Co’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 →
