Dueling Organics

Target partners with 17 brands to launch "Made to Matter" line as Walmart sows Wild Oats

Target Made to Matter (CSP Daily News /Convenience Store Petroleum)

MINNEAPOLIS -- Target Corp. announced on April 9 its "Made to Matter--Handpicked by Target" line that brings together 17 natural, organic and sustainable brands to introduce new products and make them more accessible to consumers.

On April 10, Wal-Mart announced that it was partnering with the Wild Oats brand owned by former 7-Eleven Inc. and Blockbuster Inc. CEO Jim Keyes and Yucaipa Cos. LLC, which now owns the Fresh & Easy Neighborhood Markets small-format grocery store brand acquired from London-based Tesco PLC.

"Our guests are looking for products they can feel good bringing home without sacrificing price and performance," said Kathee Tesija, executive vice president of merchandising and supply chain for Target. "We're taking the guesswork out of buying better-for-you products by bringing together 17 trusted brands."

Spanning target's baby, beauty and personal care, grocery, healthcare and household product categories, Made to Matter brands include Annie's Homegrown, Burt's Bees, Chobani, Clif Bar & Co., Ella's Kitchen, EVOL, Horizon Organic, Hyland's, Kashi, Method, Plum Organics, Seventh Generation, SheaMoisture, Target's Simply Balanced, Vita Coco, Yes To and Zarbee's Naturals. The Made to Matter collection includes all products currently offered at Target by the participating brands and at least one new exclusive item from each brand.

There will be more than 120 new and limited-time exclusive Made to Matter products. They range from first-to-market product designs and innovations to new scent and flavor options. Products will be available throughout the store, both in the products' usual aisles and as part of specialized collection displays.

First introduced in Target stores at the end of March, new Made to Matter products will be added throughout spring and summer, with the complete collection available by September 2014.

Minneapolis-based Target has 1,924 stores, 1,797 in the United States and 127 in Canada.