How to get your Keto Product into Target

October 12, 2019 2899 views

Every day, millions of people stroll through the aisles of Target Corporation, the 8th largest retail store in the United States. This Minnesota-based organization generated close to 72 billion dollars in revenue in 2018 in its 1,822 stores. Despite recent setbacks such as the closure of its Canadian-based stores, Target continues to show stable signs of growth in the United States and has opened at least 29 new stores in 2019. Target often tailors its products and publicity campaigns explicitly towards younger shoppers. This is part of the reason why this mega retail store has been at the forefront of incorporating a variety of products that health-conscious and environmentally-aware shoppers demand. Thus, food brands that individually manufacture and commercialize products for people who follow low carb, keto diets and lifestyles would do well to consider Target as a potential market for their food items. Here we give you the step-by step guide you need to get your Keto product into Target.

What You Need to Know to Get Your Keto Product into Target

Target is committed to partnering with certified diverse suppliers from around the country and will make a special effort to incorporate suppliers from diverse and underrepresented backgrounds. The company is also actively involved in promoting human rights and donates close to 5 percent of its pre-tax operating profit, which amounts to over $3 million a week to charitable organizations in the communities where they work.

Thus, certified diverse suppliers of low carb , keto food items who can provide innovative, competitively priced goods and services while also fostering a commitment to community and economic development would be a good fit for Target. Below, we offer step-by-step instructions to help you increase your odds of getting your keto product into Target.

First, you need to register your company at Target´s Supplier Registration website. This will keep your brand on the supplier diversity team´s radar as they search for new suppliers to fulfill market demand.
Secondly, before directly contacting a Target store or representative, you should make an effort to ensure that your product fits with Target´s standards and quality control. You can read about these standards at the following links:
Rules of Use
Vendor Code of Conduct
Social Compliance Policy
Product Safety and Quality Assurance
Sustainability Policy
Drop-Shipping Considerations
If you feel that your company and product fit with the policies mentioned above, you will also want to set up an Electronic Funds Transfer (EFT) system with your finance team, as Target´s Accounts Payable team requires this for all domestic-based vendors.
Target also requires that their suppliers use EDI to receive purchase orders, as well as being able to provide a certificate of insurance. Acquiring these documents and systems before pitching your product can help avoid snags and obstacles in the process.
When all of the above is set up and ready, you can connect with one of Target´s merchandising or sourcing team members by filling out a supplier registry form.
If you are having trouble getting in contact with a merchandising or sourcing team member for Target, you might also consider hiring a manufacturer representative who has experience in approaching and selling to large retail stores. This broker should have experience pitching products in your industry to the category manager at Target or similar retail outlets. Generally, you can expect to pay a commission between 5 to 7 percent or more for a broker´s services.
If your product is selected to be sold either at one or several of Target´s stores or their e-commerce platform, your company should expect an email inviting you to set up an account on their Partners Online Portal. When your account is live, the approval and onboarding process will begin.

It is essential to understand that Target, like all big retail stores, will have rigorous demands for their suppliers. As a small Keto food brand, you will need to convince the sourcing team members and buyers that you are up to the task. It is crucial to prepare a quality pitch that includes samples of your product and packaging, a detailed catalog list and brochures for specific products you are pushing, price lists, other retailers who sell your brand´s products, your comprehensive marketing strategies, and all relevant manufacturing information and certifications such as Organic, Non-Gmo, or Keto Certification.

Does Target Already Carry Keto-Friendly or Low Carb Foods?

As we mentioned in the introduction, Target Corporation has been able to anticipate and facilitate consumer demands for healthier, more ethical, and environmentally-friendly products. Among their private label products, Target has sold a wide array of “Simply Balanced” food items, which is the organic label owned and operated by the retailer. They also own and operate Sutton & Dodge, a premium meat line that features several grass-fed, cruelty-free meat and animal products. Target has shown commitment towards the path to a healthier, “de-industrialized” food system.

In terms of explicitly encouraging low carb diets and lifestyles, a recent search for “Keto Snacks” on the Target website yielded over 50 pages of Keto snack items. From Cheddar cheese crisps to Quest Protein Cookies, it is apparent that there is an ever-increasing consumer demand for keto snack items, and Target has not been hesitant to satisfy this demand of the growing keto market trend. Furthermore, just a month ago, Target launched a new private label brand called Good & Gather that will replace the food labels mentioned above. While Good & Gather has only released limited amounts of information regarding their product line, there is speculation that this label could include dozens of organic and specifically low carb, keto products.

In conclusion, now is a great time to consider getting your keto product into Target given the growth of the keto market, and Target’s apparent desire to satisfy growing demand for keto products.