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Target's Launching a Better-For-You Food Brand

Sarra Sedghi

Watch out, shoppers. Target runs are about to get way more convenient, and we all know that can be dangerous. The cult chain announced their newest food line, Good & Gather, will carry products ranging from staples like eggs and bagged salads to lookalike lunchables and organic milk, all free of artificial flavors, synthetic colors, and high-fructose corn syrup. Think Whole Foods standards, but at Target prices.

Starting September 15, 650 new products will start appearing on Target shelves, and Target predicts that more than 2,000 items will be available by late 2020. Price isn’t the only factor Target considered when developing the new line. Good & Gather also prioritizes convenience: Target calls it “great food made for real life,” so expect a good bit of grabbing and going.

“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.”