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Target adds 600 new items to its Good & Gather brand

The company’s addition of food items has become a plus as consumers consolidate their shopping

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Photo (c) Andrei Stanescu - Getty Images
Target is throwing a first birthday party for its Good & Gather line by giving the chain’s number one-selling food brand another 600 items to tempt consumers with.

Target says Good & Gather’s appeal is in its wholesome approach, which eschews artificially pumped up, sweetened, and colored products. The move in that direction has proven to be a boon for the retailer, helping it to take in more than $1 billion in food-related sales in its first year. 

“Food plays such an important role in our guests’ lives,” says Stephanie Lundquist, executive vice president and president, Food & Beverage, Target. “And now, as guests are eating and cooking at home—and appreciating good value—more than ever, Good & Gather’s delicious, high-quality assortment and affordable price continues to set Target apart.”

What’s new to Good & Gather

When Target first launched Good & Gather, there were 650 items in the brand’s arsenal -- mostly dairy, produce, pantry staples, and ready-made pastas. Over the course of the first year, Target started sprinkling in plant-based meats, yogurt, and even oat milk. 

With the newest 600-item additions, consumers who favor whole and natural foods will find hummus, frozen zucchini spirals, meatless burgers and other items holding true to the commitment of no artificial flavors, sweeteners, synthetic colors, or high fructose corn syrup.

Because of Good & Gather’s growth, Target is making it the store’s main private label grocery brand. That also means a sunsetting for two of its other brands, Archer Farms and Simply Balanced. 

COVID-19’s recipe for success

Slowly and quietly, Target has been building an emphasis on its food and beverage business over the last few years. And, in the company’s opinion, the pandemic actually helped its food business grow.

Lundquist says that consumers are consolidating their shopping trips in the new shopping landscape that COVD-19 has created. The company says its order pickup and drive-up options, coupled with its same-day delivery service, haven’t hurt either.

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