Target Introduces Private-Label Food and Beverage Brand Good & Gather

Target Corp. introduced today Good & Gather, a private-label brand that features food and beverage products. Good & Gather, Target's largest owned brand launch, will be available in stores and online beginning Sept. 15. By the end of 2020, Target said the brand will include more than 2,000 products such as dairy, produce, ready-made pastas, meats, granola bars and sparkling water.

Target said the Good & Gather brand will lead to the eventual phasing out of Target’s existing Archer Farms and Simply Balanced food brands, and reduce the number of product offerings under the Market Pantry brand. However, it noted that guests will still be able to get most of the products they know under the Good & Gather name, although many will have been reformulated based on testing to ensure they taste great and meet the brand’s ingredient standards.

Total Retail's Take: Target and many other retailers today are focusing on growing their private-label brands, as they can bring consumers into their stores (or their websites) for specific products, and often have the benefit of higher margins. Specifically for Target, the Good & Gather brand will play an important role in broadening the retailer's effort to differentiate its product assortment. The new line is an example of Target's commitment to reimagine its owned brand portfolio, further differentiating its assortment. Recently, Target has launched the following private-label brands: Everspring, Auden, Colsie and Cloud Island Essentials. Furthermore, Target said that by the end of 2019 it will have more than 25 owned brands, spanning numerous product categories, including fashion, home goods and more. Grocery is the one category that has been lacking, and Good & Gather is intended to change that.