Report: Target to push some brands less

Minneapolis – Target Inc. does not want to be your father’s mass merchandiser. According to the Wall Street Journal, Target has informed established CPG companies including Campbell Soup, Kraft, General Mills and Kellogg Co. that it will promote their brands less to place more emphasis on brands that meet the changing preferences of modern consumers.



Target will also rely much more heavily on its own consumer research, instead of vendor-provided data, to determine which brands and products will get the most in-store promotion and best shelf placement. Processed foods will be de-emphasized while smaller, organic and natural brands will be promoted more heavily.