MINNEAPOLIS — Flavorful, fast, AND healthy?

Sounds too good to be true, but Target says its new 'Good & Gather' brand delivers all three. Target rolls out the new line September 15 with 650 products, and will have more than 2,000 different products available by late 2020. 

Minnesota-based Target says the idea behind Good & Gather is great food—from dairy and produce to ready-made pastas, meats and more—made for real life. Products come without artificial flavors, synthetic colors, artificial sweeteners and high fructose corn syrup. The idea is to let customers enjoy delicious, quality food at value prices, even families with the most hectic schedules. 

"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.”   

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Some of the offerings include an avocado toast salad kit and beet hummus, or heat-and-serve roasted poblano mac and cheese. Menu items are developed and tested in Target's own test kitchen, and subjected to consumer taste tests before a product gets the go-ahead. In fact, Target is so confident consumers will love them that all Good & Gather items come with a money-back guarantee. 

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Target is phasing out its house food brands, called Archer Farms and Simply Balanced, and reducing its Market Pantry line. The company expects that Good & Gather to be a multi-billion dollar business by the end of next year.

Industry analysts say Target has to become more competitive in the grocery aisles.

"The new label is a major step forward that introduces excitement and interest to the food department," says Neil Saunders, managing director of GlobalData Retail. "Good & Gather both creates a more cohesive and compelling food offering as well as being a platform for the launch of some new and interesting lines which should entice consumers."