Target replacing Archer Farms, Simply Balanced with new food brand

Good and Gather will launch Sep. 15.
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Target is adding a new line of food and beverage products next month.

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Target is adding a new line of food and beverage products next month. 

The retailer’s latest brand launch, Good and Gather, will include more than 2,000 products by the end of next year. The brand will focus on more natural products, which will not contain artificial flavors, colors or 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 and president of Food & Beverage, in a press release. “We saw this as a huge opportunity for Target to help.”

Good and Gather will replace Target’s Archer Farms and Simply balanced grocery brands, while the store will also scale back the offering from its Market Pantry Brand.

The release notes the brand will carry more “trend-forward” products like avocado toast salad kits as well as grocery staples like milk and eggs.

The launch is the latest in a larger effort to expand Target’s brand portfolio. Other brand launches include Auden, Cloud Island Essentials, Colsie and Everspring. 

Good and Gather will launch Sep. 15.

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