Target is getting rid of their popular in-house brands Archer Farms and Simply Balanced, and replacing them with a new in-house brand called Good & Gather. The roll-out will take place over the next 18 months and Good & Gather will be Target's largest in-house brand.

What's so special about Good & Gather? So when Target was working on putting together this brand (which has been a multi-year process) they did a ton of guest surveying. Stephanie Lundquist, Target's food and beverage president, told the Star Tribune, "'One of the things we heard is that they're time-starved, so they want ease and convenience. They don't want to have to worry if there are ingredients or additives they don't want. But above all else, they want great taste at an affordable price.'"

Some popular products that were sold under the Archer Farms or the Simply Balanced name will still be sold under the Good & Gather name with minor changes. The Star Tribune writes, "For example, the lime flavor in the Simply Balanced sparkling water was reformulated to taste better in the Good & Gather version." Other products are new.

Overall, Good & Gather "will be free of artificial flavors and sweeteners, synthetic colors and high-fructose corn syrup." I'm excited to give this new brand a try!


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