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Target brings new organic food brand to the table

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Target Corp. is boosting its grocery business with a new organic and natural food store brand, the Associated Press reports.

Officials with the Minneapolis-based big-box retailer said the new brand, called Simply Balanced, will begin to appear Sunday with drinks and snacks like corn chips. Eventually the line will include about 250 products, to be rolled out over five months. About half the items will be organic and three-quarters will be free of genetically modified ingredients, Target says.

Target aims to create a hit within the fast-growing market for organic food, a spokeswoman said.

The new line is a compliment to the Target store brand Archer Farms, touted as a premium alternative to other name brands, the AP notes.

The company intends to announce next week that it will boost organic food selection by 25 percent by 2017, the AP reports.

The organic food market is said to be a $31 billion industry.

The New York Times last year examined how the organic food market has become a wildly lucrative – and wildly marketed – business for major food companies: "Big Food, it turns out, has spawned what might be called Big Organic," the Times notes.

A recent report found little scientific evidence to support the notion that organic food is superior to conventionally farmed food.

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