Target has announced the expansion of its flagship grocery line, Good & Gather, a year after its launch.
The Minneapolis retailer says the brand, which replaced its previous Archer Farms and Simply Balanced lines, has become the store's top-selling food brand, and has generated $1 billion in sales since last September.
On Wednesday it announced it's adding a further 600 products to its brand line, which means the line will total more than 2,000 products for shoppers.
New additions will include Target's own brand of meatless burgers, following on the heels of the success of brands such as Beyond Burger, as well as jalapeno avocado hummus, and frozen zucchini spirals, as well as a Good & Gather "Signature" line that will include pizza, pasta, and coffee.
Target says all of its Good & Gather line is made without "artificial flavors and sweeteners, synthetic colors and high fructose corn syrup."
"Food plays such an important role in our guests’ lives,” said Stephanie Lundquist, president of food & beverage at Target, in a press release.
"And now, as guests are eating and cooking at home—and appreciating good value—more than ever, Good & Gather’s delicious, high-quality assortment and affordable price continues to set Target apart, while helping our guests discover the joy of food every day. And they’re going to love what we’re serving up this fall."
Target has seen its sales rocket during the COVID-19 pandemic, with its grocery section doing huge business during the initial lockdowns, with rising sales continuing in other departments as restrictions were gradually loosened.
It has also seen a massive uptick in the number of customers shopping online, or booking in-store or curbside pickup.