Target to Launch New Flagship Grocery Brand

Target Corp. will debut its largest owned food and beverage brand to date next month when its new Good & Gather line hits stores and online with same-day delivery at Target.com beginning Sept. 15.

Grounded in guest research, the Minneapolis-based national chain's new flagship brand will offer a wide range of food and beverage products focused on taste, quality ingredients, ease and great value, according to a statement from the mega-retailer.

Declaring the new brand to be its “most ambitious food undertaking yet,” Stephanie Lundquist, EVP and president of food and beverage, said Good & Gather represents a reimagining of Target’s owned food brands to “serve up convenient, affordable options that don’t 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.”

By the end of 2020, Good & Gather is expected to include more than 2,000 products across food and beverage, including dairy, produce, ready-made pastas, meats, granola bars and sparkling water. Developed by Target’s internal team, Good & Gather products are made without artificial flavors and sweeteners, synthetic colors and high fructose corn syrup.

As Target’s flagship food brand, Good & Gather will include a number of product extensions, including kids, organic, seasonal and signature lines. Backed by a money-back guarantee, the assortment also will include new and trend-forward products such as avocado toast salad kits and beet hummus, alongside everyday staples such as milk, eggs and cheese. 

Over time, Good & Gather will phase out Target’s existing Archer Farms and Simply Balanced food brands. It will also reduce the number of product offerings under the Market Pantry brand to simplify the food and beverage shopping experience.

Target is assuring guests that they will still be able to get most of their favorite products under the Good & Gather name, “many of which have been reformulated to be even better,” the retailer said.

The new line is part of Target’s broader effort to reimagine its owned brand portfolio, further differentiating its assortment. Recent owned brand product launches include Everspring, Auden, Colsie and Cloud Island Essentials. By the end of 2019, Target guests will be able to shop more than 25 new owned and exclusive brands.