Target dives even deeper into grocery with big expansion of its private brand

Target Corp. is adding hundreds of new products to its private-label food brand, Good & Gather. It’s also adding a premium line extension.

Introduced last September with some 650 products, Good & Gather is now Target’s top-selling food brand, generating more than $1 billion in sales. The retailer is now doubling the assortment, adding 600 new items across all food categories. It also is introducing a Good & Gather Signature line featuring “elevated flavors and specialty ingredients.” The expansion will make Good & Gather Target’s largest owned brand (by assortment).

Food and beverage makes up about 20% of Target’s revenue, according to its most recent annual report. 

“Food plays such an important role in our guests’ lives,” said Stephanie Lundquist, executive VP and president, food & beverage, Target. “And now, as guests are eating and cooking at home — and appreciating good value — more than ever, Good & Gather’s delicious, high-quality assortment and affordable price continues to set Target apart, while helping our guests discover the joy of food every day.”