Target launches up & up

Minneapolis Target announced Thursday the re-launch of its store-owned product line, with new packaging and an expanded product selection. The updated brand is now called up & up.

"By re-launching Target brand as up & up, we're able to create a unique identity for this powerful owned brand,” said Mark Schindele, senior VP merchandising, Target. “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."

The updated line began phasing into Target stores in March, and by the end of September, it will incorporate more than 800 products from across the store, spanning more than 40 categories. Nearly 100 of the items are new for 2009, including a few new categories such as laundry detergent and baby food.