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Target Unveils New House Brand

Good & Gather will include more than 2,000 products by end of 2020
Photograph courtesy of Target

MINNEAPOLIS — Target has introduced a new proprietary brand that will offer a wide range of food and beverage products. Good & Gather will be available in stores and online starting Sept. 15.

By the end of 2020, the brand will include more than 2,000 products, including dairy, produce, ready-made pastas, meats, granola bars and sparkling water, the company said.

The products are made without artificial flavors, artificial sweeteners, synthetic colors or high fructose corn syrup, the company said.

“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” said Stephanie Lundquist, executive vice president and president of food and beverages for Target. “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.”

The Minneapolis-based national chain said over time it will phase out its existing Archer Farms and Simply Balanced food brands and replace product offerings under the Market Pantry brand.

Many products being replaced under the Good & Gather brand have been reformulated to be  better than previous versions and have undergone testing to ensure that they taste good and meet the brand’s ingredient standards, Target said.

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