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Target sets sights on natural and organic private labelTarget sets sights on natural and organic private label

Target includes natural and organic as important part of its strategy to grow the grocery side of its business.

1 Min Read
Target sets sights on natural and organic private label

Target is the latest national chain to launch an expanded natural and organic private-label line, according to an Associated Press report in the Denver Post.

The big-box retailer said the new brand, called Simply Balanced, will start with drinks and snacks like corn chips on Sunday. 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, said 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 said organic foods are growing at twice the rate of conventional groceries.

Kroger last year made a major commitment to natural and organic with its launch of Simple Truth and Simple Truth Organic. And Safeway has continued to grow its own and other organic product selection, too.

As organic continues its double-digit growth, as Natural Foods Merchandiser reported in the annual Market Overview released this month, expect more moves such as these on the conventional side.


What kinds of private label and organic product promotion in conventional grocers have you seen in your market? Let's discuss below.

About the Author(s)

Christine Kapperman

Senior Content Director, New Hope Network

As the senior content director at New Hope Network, Christine Kapperman combines her 20-year journalism background with her passion for business to cover the natural products industry for newhope.com and Natural Foods Merchandiser magazine. She also led content at worldteanews.com. She loves tracking (and tasting) trends as she shares what’s next to show up in cups, plates and in pantries across the United States.

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