Target launched Good & Gather, the company’s new largest food and beverage private label. As of September 15, 650 products are on sale in stores and online at Target.com for same-day delivery.
By the end of 2020, the new private label will include more than 2,000 products in food and beverages, from dairy products to fresh vegetables, ready-to-eat pasta and meats to granola bars and carbonated water.
Stephanie Lundquist, executive vice president and president, Food & Beverage, Target, officially launched the new private label on Sunday, September 15, during the opening of the Groceryshop 2019 Convention in Las Vegas.
“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families. 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,” said Lundquist.
The new owned brand launch builds on the company’s investments in its Food & Beverage business to enhance in-store presentation and assortment, increase product reliability and expand fulfillment options, such as same-day delivery, according to a press release.
Developed by Target’s internal team, Good & Gather products have passed rigorous quality and taste tests, are made without artificial flavors and sweeteners, synthetic colors and high fructose corn syrup, and are backed by a money-back guarantee.
The assortment includes new and trend-forward products such as avocado toast salad kits and beet hummus alongside everyday staples such as milk, eggs and cheese.
As Target’s flagship food brand, Good & Gather will include a number of product extensions including kids, organic, seasonal and signature lines. Over time, Good & Gather will phase out Target’s existing Archer Farms and Simply Balanced food brands and reduce the number of product offerings under the Market Pantry brand, simplifying the food and beverage shopping experience.
However, customers will still be able to get most of the products they know and love under the Good & Gather name, many of which have been reformulated to be even better, having undergone rigorous testing to ensure that they taste great and meet the brand’s ingredient standards.
The new line also plays an important role in Target’s broader effort to reimagine its owned brand portfolio, further differentiating its assortment. Recent owned brand product launches include Everspring, Auden, Colsie and Cloud Island Essentials. By the end of 2019, customers will be able to shop more than 25 new owned and exclusive brands.