TARGET LAUNCHES NEW OWN BRAND LINE UP

Meet Good & Gather, Target’s newest and most delicious brand yet.

Amazing food bursting with flavour and quality ingredients that consumers can have on the table fast? It’s not too good to be true—it’s Good & Gather, the latest addition to Target’s ever-growing owned brand line-up. Consumers won’t have to wait long for its most delicious creation yet: 650 products start rolling into Target September 15, with all 2,000-plus items available by late next year.

The idea behind Good & Gather is great food—from dairy and produce to ready-made pastas, meats and more—made for real life. It’s all the good stuff consumers love without artificial flavours, synthetic colours, artificial sweeteners and high fructose corn syrup. Plus, there are plenty of everyday staples like milk, eggs and other favourites that never have those ingredients anyway. So even on consumers’ busiest days, they can enjoy delicious, quality food at a fantastic value.

“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” said Stephanie Lundquist, executive vice president, Food & Beverage, Target. “We saw this as a huge opportunity for Target to help. So our team got to work on our most ambitious food undertaking yet, reimagining our owned food brands to serve up convenient, affordable options that do not cut corners on quality or taste. Good & Gather is our way of helping even the most time-strapped families discover the everyday joy of food.”

Good and Gather

Setting the scene

Over the last several years, Target’s been building momentum in its food & beverage business. Diving deep into guests’ wants and needs. Hiring and training experts who know the food industry inside and out. Strengthening its supply chain behind the scenes to make sure food is fresh, in-stock and ready when guests need it. Revamping its in-store displays and adding new fulfilment options like same-day delivery to create an easier, more inspiring shopping experience. Now, it’s time for the food itself to really shine.

Two food scientists in white coats smile as they mix ingredientsCrushing the taste test
Creating an exceptional food brand is no small feat. There’s guest and trend research, food safety, recipe formulations, sourcing, packaging and so much more to carefully consider. But through the entire process, the team at Target knew they’d need to absolutely nail great taste.

Food scientists and culinary experts whipped up some truly special creations, from an avocado toast salad kit and beet hummus to heat-and-serve roasted poblano mac and cheese and everything in-between (it’s all developed and tested right in Target’s own test kitchen). And here’s the kicker: every single recipe has to pass a rigorous taste test, or it doesn’t make the cut. The team at Target’s expectations are so high, in fact, that Good & Gather comes with our money-back guarantee. Even the packaging conveys real, delicious food. And better yet, it’s all an incredible value.

Perfecting the line-up
This new brand will roll out in phases, starting September 15 and continuing through late next year.
“It will ultimately become our “flagship” owned food brand, and will include kids, organic, seasonal and premium product lines. Along the way, we’ll make the shopping experience even easier and streamlined by phasing out our Archer Farms and Simply Balanced brands and reducing our Market Pantry line. But don’t worry—we’ll bring most of those favourites into Good & Gather, reformulating many of them with even better ingredients and taste.”

A variety of Good and Gather products from cereal and milk to fruit pouches and moreA blue bag of organic tortilla chips with a bowl of guacamoleAn orange bag with a clear pane showing chopped salad greensA purple squeeze pouch of organic apple berry applesauceA teal bag with a clear pane displaying granola