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Target Introduces Its Newest Brand, Good & Gather

Target Introduces Its Newest Brand, Good & Gather

Monday, August 19th, 2019

Target, like many retailers, is looking to take its selection of private-label products to the next level. Following other retailers like Albertsons and Fresh Thyme—who have expanded their own in-house brands by hundreds of products—Target is introducing a new signature brand called Good & Gather later this fall, which will feature hundreds of new products, with an emphasis on convenience, affordability, and health.

Stephanie Lundquist, Executive Vice President, Food & Beverage, Target“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” commented Stephanie Lundquist, Executive Vice President, Food & Beverage. “We saw this as a huge opportunity for Target to help. So our team got to work on our most ambitious food undertaking yet, reimagining our owned food brands to serve up convenient, affordable options that do not cut corners on quality or taste. Good & Gather is our way of helping even the most time-strapped families discover the everyday joy of food.”

The new line is expected to hit the retailer’s shelves on September 15—650 new products are set to lead the launch, followed by more than 2,000 items by the end of next year. According to a press release, the idea behind the new Good & Gather brand is "great food made for real life," whether it be fresh produce, dairy, ready made pastas, meat, and more. The line claims to be free of artificial flavors, synthetic colors, high fructose corn syrup, and artificial sweeteners.

Target is introducing a new signature brand called Good & Gather later this fall

Good & Gather is part of Target’s efforts to cement its place in the food and beverage industry, bolstered by the new brand as well as strengthening the retailer’s supply chain, revamping in-store displays, and adding new fulfillment options and services, like same-day delivery.

Extensive research and testing went into every product in the new lineup, as the retailer’s food scientists and culinary experts sought to concoct fresh, nutritious, and tasty offerings, like an avocado toast salad kit, beet hummus, heat-and-serve roasted poblano mac and cheese, and more.

From its September 15th launch date, Good & Gather products will be rolled out in phases, but the retailer ultimately plans to incorporate the new line as its “flagship” brand of products. As the new products are released, Target will be streamlining its private-label brands, phasing out its Archer Farms and Simply Balanced brands, and reducing its Market Pantry line. The retailer asserts that many previously-existing product recipes will be transferred to the new line, some of which will be reformulated and improved.

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