Target announced that it will be launching a new private label food line called “Good & Gather” next month. The new brand, which will start rolling out with 650 products on September 15, will become the flagship food line for the Minneapolis-based retailer and will include four lines: kids, organic, seasonal and signature. By the end of next year, there will be over 2,000 items under the new label. According to the company’s corporate press release, “the idea behind Good & Gather is great food—from dairy and produce to ready-made pastas, meats and more—made for real life. It’s all the good stuff you love without artificial flavors, synthetic colors, artificial sweeteners and high fructose corn syrup. Plus, there are plenty of everyday staples like milk, eggs and other favorites that never have those ingredients anyway. So even on your busiest days, you can enjoy delicious, quality food at a fantastic value.”

In conjunction with the launch, Target will be phasing out its Archer Farms and Simply Balanced brands and will be reducing its Market Pantry line.

“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” stated Stephanie Lundquist, executive vice president, Food & Beverage,Target. “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 do not 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.”


According to industry analysts, this expansion in the company’s private label offerings is an attempt for the retailer to become more competitive in its grocery sales.