According to the Wall St. Cheat Sheet, Target is rolling out a new organic and natural store brand called Simply Balanced. As Target works to boost its grocery business and become a “one-stop” shopping destination, the company is increasing its number of food lines available to customers. Simply Balanced will join two existing lines, Archer Farms and Market Pantry. While Market Pantry is fashioned to appeal to customers seeking a cheaper alternative, usually setting prices about 10 to 30 percent cheaper than national name brands, Archer Farms is positioned as a premium alternative.
The new Simply Balanced alternative comes amid a time when organic foods are growing in popularity, posting sales at twice the rate of conventional groceries. The brand will start rolling out drinks and snacks to stores today (Sunday) but will eventually include about 250 products over the next five months. About half of its items will be organic, and the other three-fourths will be free of genetically modified ingredients — a percent that will only grow as Target promises to eliminate all genetically modified ingredients from the line by the end of 2014.
As an aside: I find the name "Simply Balanced" a bit ironic, seeing that it used to be the tagline for the Archer Farms brand.
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