'Great Food…For Real Life': Target Announces New 'Good & Gather' Grocery Brand
MINNEAPOLIS (WCCO) – Target is about to up its grocery game.
The Minnesota-based retailer is launching a new store-owned brand called Good & Gather.
Good & Gather will have more than 2,000 items. Everything from eggs to an avocado toast salad kit.
"Right now every retailer in grocery is trying desperately to differentiate themselves," Carlson School of Management marketing professor George John said.
John says Target saw huge success by investing in store owned brands in other departments and could be trying to replicate the momentum in grocery. Good & Gather promises food with no artificial sweeteners, high fructose corn syrup, or synthetic colors.
"General Mills has been trying to take artificial dye out of their cereal and it's not easy so if you're going to do a better job than General Mills then more power to you," John said.
Good & Gather will become Target's new flagship brand. But will it work? John says the price could be a big factor.
"It'll be interesting to see if they can take this clean label positioning and move that price point," he said. "Move it up to something matching the national labels."
Essentially, give the shopper a reason to shop specifically for Target brand grocery items.
"Can they pull it off and break the traditional cycle of 'oh it's just a cheaper alternative'," John said.
Good & Gather will begin rolling out in stores on September 15. At the same time, Target will begin to phase out Archer Farms and Simply Balanced products. Market Pantry will stay but Target will reduce the number of Market Pantry options.
