Target Adds Good & Gather: Why Its Making Changes To Its In-Store Brands?

Target (TGT) has expanded its in-store brands with the release of Good & Gather. The brand will reportedly offer more than 2,000 products by 2020 with its initial offering available at its more than 1,800 stores by next month.

The brand will offer both food and beverages products, starting with 650 items offered in-store and online, beginning on Sept 15. Included in the Good & Gather offering is bagged salads, cheese, granola, sparkling water, deli fresh entrees and sides, fruit squeezers, frozen fruit, fresh vegetables, chips, and nutrition bars, USA Today reported.

According to Target, another 1,000 products will be offered by spring with yet another 1,000 items added by the end of 2020. The Good & Gather brand will be separated into four categories – kids, organic, seasonal, and signature, the news outlet said.

With the launch of the Good & Gather brand, Target will start to eliminate its Archer Farms and Simply Balanced brands as well as reducing its Market Pantry brand offering, which is reportedly its largest store brand.

“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” Stephanie Lundquist, executive vice president, Food & Beverage at Target said. “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,” she added.

The Good & Gather brand will over products that are made without artificial flavors, artificial sweeteners, synthetic colors, and high fructose corn syrup. The brand will also carry what Target calls its Good & Gather promise – “Love every bite or your money back.”

Target told USA Today that it has been working on the Good & Gather brand for about two years. The addition of Good & Gather is way to add more profits to its stores and help it to stand out from its competition, Target said in 2017. The company has also added the Everspring, Auden, Colsie, and Cloud Island Esstentials brands to its lineup.

Shares of Target stock were up 2.30 percent as of 11:02 a.m. ET on Monday.