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August 20, 2019

Target to launch better-for-you exclusive food and beverage brand, 'Good & Gather'

Sans artificial flavors, synthetic colors, artificial sweeteners and high fructose corn syrup

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target good and gather products Photo courtesy/Target

A few of the forthcoming Good & Gather products soon available at Target.

Impulse buys in the grocery section at Target will get healthier due to a new initiative.

The company announced Monday it will launch a private food label, “Good & Gather,” on September 15 with 650 products — a number expected to jump to 2,000 by late 2020, according to the Associated Press.

This comes as the big-box retailer begins to “phase out” current house food brands including Archer Farms and Simply Balanced. It is reported that its Market Pantry line will reduce, too.

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The new line of affordable products will range from dry goods to meat, milk and eggs — all free from artificial flavors, synthetic colors, artificial sweeteners or high fructose corn syrup.

“The new label is a major step forward that introduces excitement and interest to the food department,” Neil Saunders, managing director of GlobalData Retail, tells AP. “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."

CNBC says that while Target is a known one-stop shop, with 75 percent of shoppers purchasing at least one food item, it's still not looked at as a grocery destination.

The Good & Gather initiative is an effort to make Target a stronger contender in the grocery market and contribute to its growing number of exclusive brands, which is slated to hit a total of 25 by the end of 2019, AP reported.

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