Target Spotlights Its Growing Milk Assortment
Target is shining a spotlight on its assortment of organic and plant-based milk.
Online, the retailer is encouraging shoppers to find the right milk for their preferences via target.com/findyourmilk, which spotlights:
- organic Horizon Organic's flagship and private-label Simply Balanced organic milk,
- ultra-filtered milk from Fairlife (which Coca-Cola Co. distributes),
- lactose-free milk from McNeil Nutritionals' Lactaid, and
- plant-based milks from Blue Diamond Growers' Almond Breeze, and Danone North America's Silk, So Delicious Dairy Free and Silk Oat Yeah (the latter of which will roll out to select Target stores soon).
Moreover, the promotional page directs shoppers to e-commerce pages listing ultra-filtered, lactose-free, organic, organic DHA or plant-based milk. Shoppers interested in plant-based options can also sort milks based on ingredients coconut, almond, soy, cashew, rice, pea, oat or flax.
A feature in the retailer's Jan. 13 circular spotlighted SKUs from Silk, Almond Breeze, Lactaid and pea milk from Ripple Foods' Ripple, and directed shoppers to target.com/findyourmilk. A sponsored Facebook update supported. In store dairy aisles, brand agnostic cooler clings direct shoppers to organic and plant-based milk.
Last summer, channel rival Meijer and Danone North America teamed for a program highlighting plant-based foods.
NOTE: For more images from this story, visit P2PI.org. Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.