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Target Rolling Out Organic, Natural Grocery Brand

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Target shopping carts sit in the parking lot outside of a Target store in Daly City, Calif. (credit: Justin Sullivan/Getty Images)

Target shopping carts sit in the parking lot outside of a Target store in Daly City, Calif. (credit: Justin Sullivan/Getty Images)

NEW YORK (AP) – Target Corp. is planning a new organic and natural store brand as it works to rev up its grocery business.

The big-box retailer says the new brand, called Simply Balanced, will start with drinks and snacks like corn chips.

The line is an outgrowth of similar products within its existing Archer Farms store brand, which is positioned as a premium alternative to national name brands.

Amanda Irish, senior director of Target’s store brands, says the new line is in response to the growing popularity of organic foods.

Although they still account for less than 10 percent of overall grocery sales, she says organic foods are growing at twice the rate of conventional groceries.

(© Copyright 2013 The Associated Press. All Rights Reserved. This material may not be published, broadcast, rewritten or redistributed.)

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