Target, a US top ten retailer by size, has beefed up its food and beverage offering with the launch of the new Good & Gather brand.
US retailer Target unveils new "flagship" grocery brand
The Minneapolis-based company said the new range - which will encompass 2,000 products by the end of next year - will be its flagship food brand.
It said the brand will favour products that "prioritise taste, quality ingredients and ease, at a great value". Some 650 Good & Gather products will be available in stores and online from 15 September.
Stephanie Lundquist, the group's executive vice president and president of the food and beverage business at Target, said: "Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families. We saw this as a huge opportunity for Target to help. So our team got to work on our most ambitious food undertaking yet, re-imagining our owned food brands to serve up convenient, affordable options that don't cut corners on quality or taste."
Good & Gather is Target's largest own-brand launch. It will include products across food and beverage from dairy, ready-made pasta and meats to granola bars and sparkling water.
The products are made without artificial flavours and sweeteners, synthetic colours and high fructose corn syrup.
The assortment will also include "trend-forward" products such as avocado toast salad kits and beet hummus alongside everyday staples such as milk, eggs and cheese.
Good & Gather will also include a number of product extensions including kids, organic, seasonal and signature lines.
Target said that, over time, Good & Gather's introduction will see it phasing out its existing Archer Farms and Simply Balanced food brands and reducing the number of product offerings under the Market Pantry brand.
The retailer has more than 1,800 stores across the US.