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Target launches food and beverage house brand Good & Gather in the US

Target US is launching its own in-house private-label food-and-beverage range, called Good & Gather.

Described as “grounded in guest research”, the flagship brand is offering a range of food and beverage products focussed on taste, quality ingredients ease and value for money. 

Good & Gather will be available in stores and online on for same-day delivery from September 15.

“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” said Target’s executive VP and president food & beverage Stephanie Lundquist. “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 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.” 

Good & Gather is Target’s largest own-brand launch yet. By the end of 2020, the company expects it will have more than 2000 food and beverage products under the label, including dairy, produce, ready-made pastas, meats, granola bars and sparkling water. The products are developed by Target’s internal team without artificial flavours and sweeteners, synthetic colours or high fructose corn syrup, and will be backed by a money-back guarantee.

“Over the past few years, Target has been a master of own brand development,” said GlobalData Retail MD Neil Saunders, hailing the launch. “Its labels in everything from fashion to party goods have been well conceived, nicely executed and, most importantly, have resonated with consumers. 

“They have also helped to differentiate Target from other retailers and have played a role in protecting margins as price comparison is more difficult with exclusive labels,” he said.

As Target’s flagship food brand, Good & Gather will include a number of product extensions including kids, organic, seasonal and signature lines. Over time, the brand will phase out Target’s existing Archer Farms and Simply Balanced food brands and reduce the number of product offerings under the Market Pantry brand.

The new own-brand launch builds on the company’s investments in its F&B business to enhance in-store presentation and assortment, increase product reliability and expand fulfillment options, such as same-day delivery.  

The new line also plays an important role in 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 the year, guests will be able to shop more than 25 new owned and exclusive brands.

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