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Target adds Good & Gather premium line in latest expansion

With 600 new items, the food and beverage label will become retailer’s biggest own-brand

Russell Redman

September 2, 2020

3 Min Read
Target Good & Gather Signature products.png
At its launch, the new Good & Gather Signature premium line will bring 60 products, such as pizzas, pastas and coffee.Target Corp.

Target Corp. is adding a premium collection called Good & Gather Signature as part of a 600-item expansion of its year-old Good & Gather label, which will become the retailer’s largest private brand.

Target said Wednesday that it has begun rolling out the new Good & Gather products across nearly every food category and expects them to hit stores through the fall, expanding the brand to almost 2,000 items.

New Good & Gather offerings appearing on store shelves span such categories as dairy, coffee, deli, bread and baking, snacks, produce, beverages, meal essentials, frozen food and frozen seafood, with selected items also available via Target.com, according to Minneapolis-based Target.

Products developed by Target’s culinary team include jalapeno avocado hummus, frozen zucchini spirals, bite-sized everything crackers and meatless burgers, the company said, adding that all recipes are made without artificial flavors and sweeteners, synthetic colors and high-fructose corn syrup and must pass a taste test.

Good & Gather Signature, the premium line, also is slated to add a new dimension of flavor with 60 new products, such as pizzas, pastas, coffee, marinated mushrooms and pasta sauces, among other items. Target said Good & Gather Signature offerings are made with specialty ingredients and bring “hand-crafted quality and flavor” to “elevate everyday meals.”

Related:Target Q2 sales jump more than 24% overall and 195% in digital

Target Good & Gather brand products.png

Target said it expects Good & Gather to have almost 2,000 SKUs by the end of 2020.

“Food plays such an important role in our guests’ lives,” Stephanie Lundquist, executive vice president and president of food and beverage at Target, said in a statement. “And now, as guests are eating and cooking at home — and appreciating good value — more than ever, Good & Gather’s delicious, high-quality assortment and affordable price continues to set Target apart, while helping our guests discover the joy of food every day. And they’re going to love what we’re serving up this fall.”

Target announced Good & Gather as a new flagship brand in August 2019 and began rolling it out to stores the following month, starting with 650 items, ranging from dairy and produce to ready-made pastas and pantry staples. Product additions since then have included fresh meat, plant-based meat, yogurt, sauces, dressings, oat milk and other offerings.

In reporting second-quarter earnings two weeks ago, Chairman and CEO Brian Cornell noted that Good & Gather has grown to $1 billion in sales in less than a year.

“This fall, we’ll roll out the third and final phase of our Good & Gather assortment, adding more than 600 items to bring the total number of items to nearly 2,000. The Good & Gather brand is clearly resonating with our guests and delivering on our food and beverage vision to enhance the Target experience by making it easy for families to discover the joy of food,” Cornell told analysts in a conference call.

“With the momentum from this new brand, our own-brand food and beverage business has been growing more than 30% so far this year, significantly outpacing the market and growing market share,” he added.

Target said Good & Gather now accounts for more than half of its own-brand food sales. When the new brand was launched, the company said it will eventually replace its Archer Farms and Simply Balanced labels as well as some products under its Market Pantry brand.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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