also see that they are doing a better job of having those displays outside
the home aisle,” he says, citing that 68 percent of Target beer displays
were outside of the beer aisle, compared to 60 percent at Walmart.
“We know that is a big driver of lift for impulse purchases,” Lamberti
says. “If a retailer is putting their off-shelf displays in the home aisle,
consumers already know that aisle. Therefore, the retailer is not going
to necessarily get the disruption and lift that they want.”
Aside from sharpening its in-store displays, observers say Target
works closely with its vendors, prodding them for the latest market and
“The people at Target are wonderful to work with and very collaborative in terms of working with their vendors and trying to find the
best optimal solution for the Target audiences and the products that
they put out,” says James Foster, senior market manager for Clear Lam
Packaging, an Elk Grove Village, Ill.-based packaging solutions firm
that does HPP processing for several Target vendors.
Target provided key insight in the development and launch of
InnovAsian’s new Lemongrass Kitchen frozen Vietnamese meal kits
“We brought Lemongrass Kitchen to the Target buyer, early,” says
Rosenquist. “We like to involve him early in the process and get his
feedback because Target is very in-tune with their customers. We tasted
all the dishes, had them all prepared and discussed it as kind of a roundtable. We discussed the food, packaging, layout and how the program
would look,” she says.
InnovAsian officials value Target’s input so much that they brought
in the product and packaging while both were still in development.
“Target definitely makes an impact in the market and is very col-
laborative so we brought them our product before it was finalized,”
Rosenquist says. “They give really good feedback, so it only works to
Matt LaCasse, co-founder and CEO of Birch Benders Micro-
Pancakery, a Denver-based pancake mix manufacturer, tells a similar
“Target is really, really great to work with,” he says. “They have a very
high standard for their vendors. We have to do everything according to
their processes. They took a little while to get ramped up with, but once
you got it, it was a very streamlined system. They even pick everything
up from our warehouse.”
Birch Benders relationship with Target is little more than a year old.
“We first met Target at the Winter Fancy Food Show in San
Francisco,” he says. “They were in the process of discontinuing their
private label pancake mix, so we got really lucky in terms of timing.
That was in January 2015. Then we met them again in March 2015 at
Expo West, and we shipped nationally to them by September 2015, so
we moved really, really quick,” he says.
“Target has been a really great partner—a fun and innovative partner as well,” LaCasse says. “They’ll throw ideas at us and then we’ll turn
around and make a new pancake flavor for them. Last year we launched
our Pumpkin Spice Pancake Mix with them. It was a one-year exclusive
REDECORATING MARKET PANTRY
A key component of Target’s
grocery restructuring is a
relaunch of Market Pantry—
the label the chain uses for
its mainstream private label
The former red, white and
black color scheme has been
redone with a red dominate
background and white overlay.
The new label gives the product an artisanal feel, say company officials.
“Target is known for really
great design across the
store and we felt our Market
Pantry look and feel was just
generic,” says Anne Dement,
senior vice president, mer-
chandising, grocery at Target
Corp., based in Minneapolis.
“We really took our guests’
insights very much to heart
and really wanted to elevate
the experience and redesign
the Market Pantry packaging.
It is definitely bolder, and has
a more joyful look.”
That helps Market Pantry
stand out against its name
“When you walk down an
aisle you can definitely see
it, and it makes a statement,”
Dement says. “That is also
true in the frozen segments.
So often they are behind
doors. It is so important that
the product pops, and our ice
cream and novelty items just
look fantastic behind those
doors.” Old design (left) and new design (right)
for the fall harvest season. This year we are contributing a Sweet Potato
as an exclusive for them, alongside the Pumpkin Spice.”
Another upside is that Target has the volume to make an exclusive
flavor worthwhile. “If I was only going to sell to 100 stores, it is really
difficult to do that with an exclusive product,” LaCasse says.
Chameleon Cold-Brew, an Austin, Texas-based manufacturer of
refrigerated, concentrated and ready-to-drink cold-brew non-dairy
coffee is another young manufacturer that has found success dealing
with Target. This partnership, however, did not come about as a result
of a trade show.
“About two years ago Target reached out to a broker who was
then tasked with finding a cold-brewed coffee for them,” says Chris
Campbell, founder, CEO and president of Chameleon Cold-Brew.
“Target had already identified this as a hot category and wanted to see
some brands. The broker called and asked if we would like to fly up to
Minneapolis to do an eight-minute pitch to a panel. Then we got called
back. Then we got called back again. Then we got a P.O. (product order)
for Super Targets in Texas.”
Chameleon Cold-Brew did so well that Target gradually added it to