Target brand on the up & up

MINNEAPOLIS Target announced that its store brand up & up, which has been phasing into Target stores since March, will include more than 800 products in more than 40 categories by the end of September.

Products in the up & up line will include cotton balls and swabs, laundry detergent and baby food. The up & up brand is equal in quality to national brands, but at a lower price, offering a savings of 30% on average.

"Our guests are savvy and know they don't have to spend a lot to get high-quality products," said Mark Schindele, SVP merchandising for Target. "By re-launching Target brand as up & up, we're able to create a unique identity for this powerful owned brand. The new packaging incorporates an element of design, giving us the opportunity to deliver on both the 'expect more' and 'pay less' sides of our brand promise."