Boar's Head Finds First Mass Retail Partner in Target
Target is expanding a pilot program with Boar’s Head Brand to add premium deli meats, snacks, cheeses and grab-and-go options from the manufacturer to up to 200 more stores by the end of the year.
The mass merchant has been carrying SKUs from Boar’s Head Brand's flagship brand at six metropolitan New York stores, offering shoppers items such as sandwiches, snacks, premium deli meats, salads and specialty cheeses at prices ranging from $2.99 to 8.99, according to Supermarket News. Coolers outfitted with dividers and headers spotlight the SKUs at the locations participating in the pilot.
According to a March 2 "A Bullseye View" blog post, customers’ favorite items at the test stores include Boar’s Head "Roasted Turkey Breast" deli meat, an Italian combo sandwich made with the brand's Genoa salami, and a honey turkey wrap made with the brand's "Maple Glazed Honey Coat" turkey breast. The retailer said it will continue to "stay close to [shoppers'] tastes" as it continues to work with Boar’s Head to fine-tune the assortment.
“At Target, we’re on a mission to make it easy for families to discover the joy of food every day,” said Stephanie Lundquist, Target's executive vice president and president of food and beverage, in the blog post. “And our partnership with Boar’s Head is yet another example of how we’re serving up the very best national brands our [shoppers] love while also differentiating with incredible, only-at-Target brands — all at a great value. We’re excited to work with Boar’s Head to give our [shoppers] even more delicious options to fit their busy lifestyles — and even more reasons to choose Target.”
The partnership will make Target the brand's first mass retail partner. “Boar’s Head has an unwavering commitment to quality that guides every decision we make, and we’re extremely thoughtful about the partners we choose,” said Michael Martella, president, Boar’s Head Brand, in the blog post. “Target’s investment in differentiating their assortment and elevating their food and beverage experience makes Target and Boar’s Head a perfect pairing — we're both passionate about delivering high-quality products and delighting shoppers with unexpected discoveries and fresh finds. We’re thrilled to partner with Target and look forward to bringing Boar’s Head’s premium offerings to even more Target [shoppers].”
Boar’s Head has partnered with supermarket retailers for decades. It currently sells products and supplies the delis of grocers including Albertsons Cos. and Kroger.
Want to learn more about similar brands and working with retailers? Consider attending the Path to Purchase Institute's new i3 event this May, where executives from manufacturers and retailers will share best practices for collaboration and marketing to shoppers.