Simply Balanced Private Brands at Target.

Archer Farms Simply Balanced breadTarget’s flagship Private Brand food line Archer Farms launched “Simply Balanced”, a new line of healthy and affordable food. This is an intriguing brand extension of the highly successful Archer Farms line that seems to find the sweet spot between healthy living and natural/organic. The packaging design evolves the familiar architecture to a “natural” healthier” version that seems to imply that it is better for you.

Here is the press release from the Target website.

Archer Farms Simply Balanced CerealTarget Introduces Archer Farms Simply Balanced

Families no longer have to choose between eating right and affordable food prices. Target introduces Archer Farms Simply Balanced, a new food collection built around better-for-you nutrition that’s budget friendly.

Archer Farms Simply Balanced, an extension of the premium Archer Farms food collection, takes the guesswork out of eating right.  By providing better-for-you, high-quality options that taste great, Archer Farms Simply Balanced helps families make better choices about the food they eat.  Archer Farms Simply Balanced includes more than 70 products, such as pasta, cereal, bread, crackers, granola bars and frozen pizza.

Each Archer Farms Simply Balanced product meets a set of criteria that includes guidelines for calories, fat, saturated fat, and sugar.  And each product is free of artificial flavorings, synthetic colors and has zero grams trans fats.  The new line of products is also affordable, with prices ranging from $1.48 for whole wheat pasta to $5.49 for chicken skewers.

Making Food Choices Easier
Archer Farms Simply Balanced makes guests’ shopping easier by offering foods that meet the following criteria, which are clearly labeled on the front of the packaging:

  • Fat: A maximum of 30 percent calories from fat
  • Saturated Fat: A maximum of 10 percent calories from saturated fat
  • Trans Fat: 0 grams trans fat
  • Sugar: A maximum 25 percent of calories from added sugar
  • Food Additives: No artificial flavors, synthetic colors or artificial sweeteners

Archer Farms Simply Balanced juice2Each item in the Archer Farms Simply Balanced line also is a good or excellent source of one beneficial nutrient, such as a protein or fiber, or includes a food group to encourage such as whole grains, vegetables or fruit.  In addition, Target keeps tabs on the sodium content of the Archer Farms Simply Balanced products while still maintaining the taste quality for which the Archer Farms brand is known.

Great New Tastes
Pomegranate fruit bars, butternut squash and apple soup, Mediterranean-style vegetable pizza and whole-wheat penne pasta are a few of the delicious and nourishing products in the Archer Farms Simply Balanced line launching this fall.

Time for Better Eating
Archer Farms Simply Balanced products will be debuting in Target and SuperTarget stores in October 2009.  Even more family-friendly food offerings, such as juice and veggie chips, will make their way to store shelves in the coming year.

Eating Right at the Right Price
Archer Farms Simply Balanced offers guests a wide range of delicious foods at wallet-friendly prices, making it simple to choose better-for-you options for family dining and snacking.  Almond Fiber Crunch Breakfast Cereal is $3.99, while Dark Chocolate Cherry Healthy Snack Bars are $2.49 per box.  An entrée/dinner kit of Garlic & Ranch Primavera, which serves about five, is $4.49.

Archer Farms Simply Balanced crakers



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.