Big changes are coming to the Target food section


As consumers become increasingly price- and health-conscious, stores are doubling down on their store brands. Looking to seize on the momentum, Target has just announced big changes to woo more shoppers to its stores.

The retailer is introducing a new brand called Good & Gather, which will eventually replace the Archer Farms and Simply Balanced labels.

Good & Gather will be available online and hit stores on September 15, 2019, Target says. Here’s a look at how Target’s Good & Gather brand will try to win customers over.

Target introduces new store brand: Good & Gather

The retailer says that Good & Gather will encompass a wide range of food and beverage items focusing on three key areas:

  • Premium taste: Target says all food items will have passed rigorous taste tests
  • Quality ingredients: No artificial flavors and sweeteners
  • Great value: All items will be backed by a money-back guarantee

Although the retailer has launched or plans to launch more than 25 product brands this year, the Good & Gather rollout will be Target’s largest brand launch ever.

Target’s 2020 strategy: Good & Gather everywhere

The company wants more than 2,000 Good & Gather products on shelves by the end of 2020. That means in part that many of the items that shoppers have come to love will be repackaged under the Good & Gather brand, the retailer said in a press release.

With Good & Gather, it’s clear that Target is going after time-strapped families that need something quick, healthy and affordable.

“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” Stephanie Lundquist, Target’s Food & Beverage head, said in a written 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.”

Some of the items under the Good & Gather label will include:

  • Avocado toast salad kits
  • Beet hummus
  • Ready-made pastas
  • Granola bars
  • Sparkling water

Target introduces new Good & Gather brand: Here's what to know


Good & Gather will eventually extend into other categories like kids, organic and seasonal offerings, the retailer said.

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