Target’s owned brand portfolio is set for a substantial expansion, as the Minneapolis-based retailer on Monday announced a new offering: Good & Gather. Featuring more than 2,000 food and beverage products, Good & Gather marks Target’s biggest owned brand line yet.
The new brand spells the end for some of Target’s existing brands, including Archer Farms and Simply Balanced. The retailer also will reduce the number of Market Pantry brand products on its shelves.
The new line of products will gradually roll out through 2020’s end.
Products will range from dairy and produce to ready-made pastas, meats, granola bars, sparking water, and more. Also included will be trend-based items like avocado toast salad kits and beet hummus. None of the products will be made with artificial flavors and sweeteners, synthetic colors, or high fructose corn syrup, Target said.
The brand was developed by Target’s internal team, with guest input incorporated in the process. In response to consumer preferences, the brand is billed as prioritizing “taste, quality ingredients, and ease, at a great value,” according to a company press release.
"Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families," said Stephanie Lundquist, Target’s executive vice president, and president of food & beverage. “Good & Gather is our way of helping even the most time-strapped families discover the everyday joy of food."
The Good & Gather brand is the latest addition to Target’s growing portfolio of owned brands—which to date, includes eco-friendly household essentials line Everspring, women’s undergarments lines Auden and Colsie, and baby items line Cloud Island Essentials. Target’s plan is to offer more than 25 new owned and exclusive brands by the end of 2019.
The new brand also marks the latest of years-long ongoing investment in the food and beverage space, which a company spokesperson tells TCB has resulted in Target seeing seven straight quarters of comparable sales growth and six straight quarters of market share growth with gains across almost every category of food.
“We anticipate Good & Gather will be a multi-billion-dollar brand for Target by the end of next year,” says the spokesperson, “and will help increase our food owned brand penetration, further differentiating our assortment while bringing greater profitability to this area of the business.”
Good & Gather items will be available in stores and online beginning September 15.