Scaling a Premium Pet Brand in Under 10 Months at Target
How Acosta Group Experts Took Stella & Chewy’s From Specialty Shelves To Prime Retail Placement
It all started with two rescue dogs. Founded in 2003 by Mary Moody, Stella & Chewy’s pioneered raw frozen and freeze-dried raw pet food—setting a new standard for premium nutrition made with high-quality ingredients.
When the brand set its sights on mass retail, Target was the natural fit. But Target’s pet aisle is one of the toughest to penetrate. Breaking in with a disruptive brand required more than great food. It demanded data-backed insights, relationships, and flawless execution.
Insights That Opened the Door
Acosta Group’s Shopper Insights revealed a strong market fit:
- 36% of pet parents own two or more dogs, especially younger households
- 86% adjust their budgets to meet pets’ needs
- Human wellness trends—high protein, gut health, natural/organic—are shaping pet diets
- Mass retailers now lead pet food purchases (30%), ahead of specialty (25%) and online (22%)
These findings aligned perfectly with Target’s focus on the “humanization of pet” trend.
From Pitch to Shelf—Fast
Even before launch, shoppers were searching. The brand generated more than 37K monthly searches on Target.com, proving pent-up demand.
Our team acted quickly, moving from initial Target meeting to in-store presence in under 10 months by:
- Opening doors with deep buyer relationships and senior-level category connectivity
- Guiding every step, from line review to media negotiations to store execution
- Partnering with Target leadership to align brand vision with retailer strategy
- Building a Target-first media plan with Roundel
- Activating omnichannel: Target Circle offers, influencer content, Roundel + Google digital media
- Negotiating an 18.5% reduction in media costs, unlocking funds for in-store extensions
- Creating a multi-year roadmap for sustained growth
Target responded with prime shelf space and top online visibility, rare for a brand jumping from specialty to mass.
Launch Wins
- 14 SKUs in 1,200 Target stores
- 30+ SKUs online, for 50 total at launch
- Displaced a leading premium competitor in the aisle
- Robust retail media plan spanning five months, with 2026 mapped
- Future growth underway with portfolio expansion planned
In less than a year, a specialty-only brand became a mass-market breakthrough without losing its premium positioning.
“I’m genuinely excited to have Acosta Group on our business. Your enthusiasm and strategic approach have done an incredible job leading the charge and preparing us for launch. We couldn’t have done it without you.”
Acosta Group is the indispensable retail sales partner brands trust to win at Target. From insights to execution, we help brands move faster, smarter, and stronger—turning ambitious retail goals into reality.
Ready to scale in mass retail? Our Target team knows how.
