Target is introducing a new premium food brand

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The company says its new Favorite Day products will help consumers indulge themselves

Target has introduced a brand of food and beverages aimed at consumers who want to indulge themselves a little, now that the coronavirus (COVID-19) pandemic appears to be fading.

The new brand, called Favorite Day, will include more than 700 products. All will be premium and upscale in nature and include ice cream, beverages, beverage mixers, and bakery items and supplies. They’ll appear on shelves and online starting next month.

This isn’t the retailer’s first foray into a private label brand. It launched Good & Gather in 2019, offering an array of gourmet grocery products. Good & Gather items are made without artificial flavors and sweeteners, synthetic colors, and high fructose corn syrup. Target has broken the items down into several different categories: kids, organic, seasonal, and signature. 

In addition to staples like eggs, milk, meats, ready-made pastas, there are “trend-forward” products like avocado toast, salad kits, and beet hummus. The seasonal category includes items like pumpkin-flavored snacks. 

Building on Good & Gather

“We’re thrilled to build on Good & Gather’s success and the strength of Target’s food and beverage business by debuting our new owned brand, Favorite Day,” said Rick Gomez, executive vice president and chief food and beverage officer at Target. 

Gomez says the company developed the line by tapping into “guest insights” to develop sweet and savory offerings.

“Favorite Day makes life’s little moments of indulgence even sweeter and continues to differentiate Target’s owned brand portfolio,” he said.

It may also be a timely switch from supplying the basic necessities during the pandemic to helping consumers celebrate occasions as people get vaccinated and life begins to return to normal.

Two sections

Target says the new product line will be broken down into two sections -- Favorite Day Bakery, offering a variety of assorted baked goods including cupcakes and breads; and Favorite Day Gourmet, a collection of “decadent”, high-quality sweets.

Thomas Jackson, senior food scientist at Target, says research shows customers are attracted to treats that trigger a sense of nostalgia.

“So, we leaned into the nostalgia trend with a twist,” Jackson said.

He says the nostalgic food products include s’mores that recall evenings around a campfire and trail mix that reminds consumers of the orange cream bars they used to buy from the ice cream truck.

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