Big Red Circles

So over the last 2 yrs, Target has joined the ranks of B&J flavors, not that anyone would know this. Each spring, they slip out a few new pints with an eye towards altruism - I think a certain % of the profits are donated (score). This is a little confusing - is Target promising Unilever better positioning or market share? Perhaps. B&J never really promote these flavors; perhaps Target does it for them.