Target is launching a new flagship grocery brand called Good & Gather, designed to prioritize taste, quality, value and ease of preparation.
The retailer says foods that are part of the brand will have no artificial flavors or sweeteners, no synthetic colors and no high fructose corn syrup.
“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, food and beverage, in a press release. “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.”
Target has reimagined its current food brands into Good & Gather and will have items available on store shelves and online on Sept. 15. You’ll find Kids, Organic, Seasonal and Signature lines within the brand.
Throughout the past couple of years, Target has worked to increase its food offerings to become a go-to grocer. It has revamped the aisles and overall look of the food area to attract customers. The retailer even did tests with customers and researched trending foods.
And all this is paying off; the Los Angeles Times reports that Target’s food and beverage business just experienced six quarters of market share growth, with gains in almost every food category.
Target says it will be phasing out other in-store brands, including Archer Farms and Simply Balanced. It will also reduce items offered under the Market Pantry brand as well. Any products from those brands that had artificial flavors or colors have been reformulated.
Good & Gather will roll out in phases, so not everything will be on the shelves by Sept. 15. It will begin with 650 items and will offer more than 2,000 products by 2020. Each will have a money-back guarantee.
In order to help shoppers pick out which Good & Gather food items they want, Target has added dinner meal ideas to its website. Ideas include pizza night, Mexican-inspired dinners, Italian meals and more.
Target’s new line will also offer ready-made meal options.
“Our food scientists and culinary experts whipped up some truly special creations, from an avocado toast salad kit and beet hummus to heat-and-serve roasted poblano mac and cheese and everything in between,” Target said in its newsletter.
The Good & Gather brand foods show Target is ready to pivot alongside changing consumer habits. We are excited to try it out!