Three months after launching in Target nationwide, Aloha doubled its product lineup and store availability, reaching more than 1,000 Target stores across the country.
“The proof is in the product; the proof is in the sales velocity. In just a few short months, we have seen strong sales velocity there, with products consistently moving off the shelves – mirroring the growth we have experienced at other retailers and through our robust digital sales channels,” explained Brad Charron, CEO, Aloha.
The company’s “nearly triple-digit revenue growth year-over-year” allowed Aloha’s manufacturing and distribution capabilities to meet Target’s expectations, Charron added.
‘Target milestone’ comes after being dropped from the retailer seven years ago
Aloha’s “Target milestone” comes seven years after the retailer dropped the brand from its stores due to low performance, which was the same time Charron joined Aloha as CEO, Charron said. The Target partnership “was no small feat,” but the company was “seven-years ready,” he added.
“Shortly after I re-founded the company and joined as CEO, Target dropped the brand – and they were right to do so. Our sales performance and the design of our product lines simply were not up to their standards … nor ours,” Charron said.
Losing Target was a “wake-up call” to rethink the product, business and its values that reflect consumers’ health-driven choices, he added.
Aloha worked with Target to ensure its products aligned with Target’s shopper preferences and that new flavors not only aligned with the retailer’s standards, but also added incrementality to Aloha’s existing offerings, Charron noted.
“Target’s years-long focus on better-for-you products aligns perfectly with our mission of delivering premium, accessible, sustainable and transparent food. This retailer-brand partnership validates our growth while reflecting a consumer-led evolution to ‘better food’ in the market,” Charron explained.
After seven years, Aloha had to ‘reintroduce’ itself to Target consumers
While Aloha’s scaling capabilities were “backed by years of preparation and investment,” the company had to “completely reintroduce itself to Target consumers with additional flavors and packaging formats, Charron said. With seven years of supply chain preparation, Aloha drew insights from its experiences with other retail partners, including Whole Foods and Publix, to ensure its supply chain is structured for national rollouts.
“During that time, the brand was rebuilt to align with what Target – and the modern consumer – demanded. Mastering one thing with precision is far more impactful than spreading too thin, which often leads to failure,” Charron said.
Aloha added two new flavors, Peanut Butter Chocolate Chip and Coconut Chocolate Almond, to join the Target lineup, which include Peanut Butter Cup and Chocolate Chip Cookie Dough in 5-packs vs. the previous 4-packs in the grocery/lunchbox aisle.
“We had to take the time to get to know the consumer again while building a base of success at places other than Target to ensure they would come with us on the journey,” he added.
Alignment in sustainability values
Aloha’s bars are made with USDA-Certified Organic ingredients – which align with Target’s shoppers who are “intentional, values-driven and cognizant of wellness and sustainability trends,” Charron said.
Aloha and Target’s partnership reflects another layer of alignment through their respective sustainability initiatives. Aloha is Climate Neutral and B Corp-certified for its environmental and social initiatives. Target’s Sustainability and Governance report emphasizes its ambitions to “design and elevate sustainable brands” and a commitment to reach net zero greenhouse gas emissions by 2040.
Aloha’s long-game strategy with Target reflects the “national resonance of our brand,” and brands in the better-for-you snack space should “choose retail partners who align with your mission,” Charron advised.
“Alignment with the right partner amplifies mutual success, allowing both the brand and the retailer to scale purposefully. It should be a win/win,” he added.
