Target Makes 'Simply Balanced' Stand-Alone Brand

MINNEAPOLIS — Target Corp. will launch a natural and organic private-label line called Simply Balanced, according to reports.

A rebrand of its Archer Farms Simply Balanced premium food collection, Simply Balanced includes Organic White Grape Juice, Cherry Almond Greek Yogurt Granola Bars, Sun-Dried Tomato Popcorn Chips and other drinks and snacks.

Upon launch, about half the line will be organic, and 75% of items, free of genetically modified ingredients. Simply Balanced will be completely GMO-free by the end of 2014, according to reports.