Dive Brief:

• Target is partnering with deli brand Boar’s Head to bring pre-sliced meats, cheeses and grab-and-go foods to up to 200 stores this year, according to a company press release.
• The retailer will sell Boar’s Head packaged products like sandwiches and wraps, condiments, spreads, deli meats and cheeses and salads and snacks. A company spokesperson told Grocery Dive about half the Boar's Head assortment will be grab-and-go items, while one-third will be entertaining cheeses, meats and dips and about 20% will be pre-sliced meats and cheeses. 
• Target will work with Boar’s Head to fine-tune the assortment as it rolls out to more stores. The company has been testing Boar’s Head products at six stores in New York, where customer favorites include an Italian combo sandwich and a chicken Caesar wrap, the company said.

Dive Insight:

While Target has been working to bolster its fresh grocery assortment, it still doesn’t have full-service delis where customers can order meats, cheeses or sandwiches to be sliced or prepared fresh. This has been noted as a weak spot in Target’s grocery offering, but adding ready-to-go Boar’s Head products, which are marketed as fresh and high-quality, could help elevate the image of Target’s deli section for consumers.

Target’s expansion of grab-and-go food is part of a broader effort to strengthen its presence in grocery, which accounts for roughly 20% of the company's sales. The retailer’s new Good & Gather private brand has boosted stores’ grab-and-go options with products like fresh soups, party trays and prepared salads and sandwiches. 

Target's move to sell Boar’s Head products signifies its desire to compete with major food retailers and upscale grocers that sell premium perishables. The deli brand partners with supermarket chains Albertsons and Kroger and some of their respective banners to sell products and supply their delis. Specialty grocers across the U.S., including Nugget Market in Northern California and Foodies in Boston, also stock Boar’s Head. Target is the first big-box retailer to sell Boar's Head, according to Bloomberg. 

With more than 1,800 stores in the U.S., Target has an opportunity to scale up the partnership in a big way if it resonates with shoppers. The initial test should give the retailer more runway for testing in different geographies rather than committing to a company-wide roll-out. Target did not indicate any specific cities or regions where Boar’s Head will be introduced this year.

According to the press release, Boar’s Heads products do not contain fillers, by-products, MSG, artificial colors or flavors, gluten or trans-fat. This aligns with consumer sentiment toward clean eating and Target’s efforts to move toward cleaner products as well, which it’s committed to in Good & Gather and household brand Everspring.