Target brings new organic food brand to the table

Author:
Updated:
Original:

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.

Next Up

Related

U.S. Bank, Target among top 100 brands

U.S. Bank gained 12 spots to be ranked No. 72, while Target fell 11 spots to be ranked No. 76 in the annual 2012 BrandZ study. Apple, IBM, Google, McDonald's and Microsoft were ranked the top five brands. Millward Brown reports nearly 50 percent of the brands in the Top 100 lost value.

Woman organizing nationwide 'nurse-in' at Target stores

A woman says she was trying to discretely breastfeed her child in a Target store when employees there tried to discourage her and harass her. Now she has 3,000 people and counting signed up on Facebook to join a nationwide "nurse-in." A Target spokesman apologized and said the stores will "feel proud to support" the protest.