Target makes major play in grocery with new ‘flagship’ brand

Target Corp. is looking to rev up its grocery business by rolling out what will be its largest in-house brand to date.

The discounter will launch Good & Gather, a new grocery brand, on Sept. 15. The line will be rolled out in phases, starting with some 650 products. By the end of 2020, the brand will encompass more than 2,000 items, ranging from everyday staples to ready-made pastas and meats to such sub-brands as kids, organic, seasonal and premium. The line, which has been under development for a couple of years, will not include artificial flavors, synthetic colors, artificial sweeteners or high fructose corn syrup.

With the rollout of Good & Gather, Target will phase out its Archer Farms and Simply Balanced grocery brands and reduce its Market Pantry line. Ultimately, Good & Gather will become the chain’s “flagship,” or largest and prominent, owned food brand, according to Target.

During the past couple of years, Target has launched more than 24 private-label brands across such categories as apparel, home decor, electronics and beauty. The one area where the discounter has been lacking in private-label brand power, according to industry analyst Neil Saunders, is grocery. Good & Gather should help change things for the better, he said.

“The new label is a major step forward that introduces excitement and interest to the food department,” commented Neil Saunders, managing director, GlobalData Retail. “Good & Gather both creates a more cohesive and compelling food offering as well as being a platform for the launch of some new and interesting lines which should entice consumers. … We believe that it will help the company drive the next phase of its growth in the lucrative, but highly competitive grocery market.”

Click here for more analysis.