Target Corporation on Sunday launched a new natural foods brand called Simply Balanced, adding to the Minneapolis-based retailer’s two other private-label grocery brands, Archer Farms and Market Pantry.

Organic snacks such as Greek yogurt bars, popcorn, and tea have begun gradually filling shelves, while roughly 250 more products are scheduled to follow suit by October. In fact, Target plans to boost its organic food selection by 25 percent over the next four years.

The new food line will be free of artificial flavors, colors, and preservatives, and about 40 percent of the items will be certified organic. The "vast majority" of products in the line are free of genetically modified organisms (GMOs), and Target said it will remove all GMOs from the Simply Balanced collection by the end of next year.

Simply Balanced products will range from $1 to $14.99. The introduction of the new line is in response to the increasing popularity of organic foods, Amanda Irish, senior director of Target’s store brands, told the Associated Press. While they account for less than 10 percent of overall grocery sales, organic foods are growing at twice the rate of conventional groceries, she said.

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