Meet Good & Gather, Target’s Newest (and Most Delicious) Brand Yet

August 19, 2019 - Article reads in
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A variety of new Good & Gather products, from pears and eggs to almond milk and chips

Amazing food bursting with flavor and quality ingredients that you 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. You won’t have to wait long for our most delicious creation yet: 650 products start rolling into Target Sept. 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 you love without artificial flavors, synthetic colors, artificial sweeteners and high fructose corn syrup. Plus, there are plenty of everyday staples like milk, eggs and other favorites that never have those ingredients anyway. So even on your busiest days, you 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,” says 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.”  

Take a look:
Good and Gather Setting the scene
Over the last several years, Target’s been building momentum in our Food & Beverage business. Diving deep into guests’ wants and needs. Hiring and training experts who know the food industry inside and out. Strengthening our supply chain behind the scenes to make sure food is fresh, in-stock and ready when guests need it. Revamping our in-store displays and adding new fulfillment 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, we knew we’d need to absolutely nail great taste—it’s our guests’ top priority. So our 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 (yep, it’s all developed and tested right in our own Target test kitchen). And here’s the kicker: every single recipe has to pass a rigorous taste test, or it doesn’t make the cut. Our 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.

Have a taste:


Perfecting the line-up
Can’t wait to give Good & Gather a try? This new brand will roll out in phases, starting Sept. 15 and continuing through late next year. It will ultimately become our “flagship” (read: largest and most prominent) 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 favorites into Good & Gather, reformulating many of them with even better ingredients and taste.

So go ahead, start dreaming about less-stressful, utterly delicious and affordable meals with your favorite people, and get ready to shop Good & Gather at Target, starting Sept. 15.

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