Target launches flagship food label with more than 2000 products
Category: #retail  By Pankaj Singh  Date: 2019-08-20
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Target launches flagship food label with more than 2000 products

US based retailer Target has reportedly announced the launch of its new private grocery brand, Good & Gather.

Starting next month, Target stores across the United States will stock the first 650 Good & Gather products which will include items like milk, eggs, breads, cereals, cheese, fruits, vegetables, and even beet hummus and avocado toast salads. The products will be made with wholesome ingredients having no artificial flavors, sweeteners, colors or fructose-rich corn syrup and will have a cash-back warranty, as a part of the Good & Gather Promise.

According to Stephanie Lundquist, Target’s executive-VP and President for Food & Beverage, this number is expected to grow to over 2000 by the end of 2020, making the Good & Gather label the largest store brand launch for Target. Lundquist states that this strategy will boost Target’s grocery sales and give it a competitive edge.

Lundquist has also been quoted as saying that their vision for the Good & Gather brand is to provide nutritious and tasty food of the highest quality and value for families that are strapped for time.  

The launch also brings with it some other changes, like the eventual phase-out of Target’s brands Simply Balanced and Archer Farms, according to Lundquist. She also added that they would scale back the number of products in the store brand Market Pantry, which is currently the retailer’s largest food label.

Lundquist claims that this is not just a label switch, and that Target would continue to offer customer-favorite products under the Good & Gather brand.

Target has employed numerous food scientists to develop this brand, which has been in progress for 2 years and will ensure that all the products meet the set ingredient standard.

Studies show that shoppers prefer to buy more from store owned brands, owing to improved quality in recent years. In fact, editor-in-chief of Store Brands Magazine, Lawrence Aylward has reportedly stated that this is a golden age for store brands.

Good & Gather products will be available from September 15th onwards.

Source Credit: https://www.usatoday.com/story/money/food/2019/08/19/target-good-gather-new-store-owned-brand-coming-september/1996024001/



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Pankaj Singh

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Pankaj Singh

Pankaj Singh Develops content for Market Size Forecasters, Algosonline, and a couple of other platforms. A Post Graduate in Management by qualification, he worked as an underwriter in the UK insurance domain before deciding to switch his field of profession. With exp...

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