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Target unveils new private label brand

Good & Gather to eventually replace Archer Farms and Simply Balanced brands

Today, Target Corp. announced a new flagship brand, Good & Gather, which will be Target's largest food and beverage brand. By the end of 2020, the Minneapolis-based discount store retailer expects the brand to include more than 2,000 products.

Eventually, the new brand will replace existing Target private label brands Archer Farms and Simply Balanced and some product offerings under the Market Pantry label.

"Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families," said Stephanie Lundquist, executive vice president and president, food and beverage at Target, in a statement.

"We saw this as a huge opportunity for Target to help. So our team got to work on our most ambitious food undertaking yet, reimagining our owned food brands to serve up convenient, affordable options that don't cut corners on quality or taste. Good & Gather is our way of helping even the most time-strapped families discover the everyday joy of food." 

Good & Gather products were created based on guest feedback, according to the statement from Target. The products will span a wide range of food and beverage segments— dairy, produce, pasta and meats, snacks and sparkling water. Good & Gather will also include product extensions like kids’ and organic.

All products are made without artificial flavors and sweeteners, synthetic colors and high-fructose corn syrup. In addition to grocery stables, the line will include "trend-forward products" such as avocado toast salad kits and beet hummus.

Good & Gather will be available at Target beginning Sept. 15, 2019.

Contact Gloria Dawson at gloria.dawson@informa.com

Follow her on Twitter: @GloriaDawson

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