Target is launching a new private-label grocery brand called Good & Gather, available in stores on Sept. 15, according to CNBC.
Target told CNBC that by the end of 2020, the brand will have more than 2,000 food items and will be a multibillion-dollar brand — the largest of its private labels.
“We’ve been hard at work (on this) for the last couple years,” Stephanie Lundquist, head of food and beverage at Target, told CNBC. “Food and beverage play such an important role for Target’s business … for the Target experience.”
Today, nearly 75% of Target shoppers in stores are adding at least one food item to their baskets, she said, and when they do, their basket sizes are two times larger.
“One of our biggest strengths is the fact that we are a one-stop shop for our guests,” Lundquist said.
Target will be phasing out two food brands, Archer Farms and Simply Balanced. It will also decrease the number of items it sells under its brand Market Pantry.
Good & Gather will be Target’s new flagship brand but will be broken down into different categories: kids, organic, seasonal and signature. All Good & Gather products will be made without artificial flavors and sweeteners, synthetic colors and high-fructose corn syrup.
Target also offers same-day delivery of groceries via its Shipt subsidiary and has curbside pickup at more than 1,500 of its locations.
“We have to be (reliable), we have to be abundant and fresh, and we have to be relevant,” Lundquist told CNBC. “We’ve taken days out of (our) supply chain. We’re getting from field to shelf way faster. … Having an end-to-end team now, we can really build on the momentum we’ve gained.”