Target Organically Grows Portfolio With The Spinoff Of Simply Balanced

Target - Simply Balanced 1Minneapolis based Target is once again evolving and growing it’s expansive Private Brand portfolio, this time with the spin-off of Simply Balanced from its parent Archer Farms. Launching June 9 with the full collection to arrive in stores by October, the brands will feature nearly 250 products.

The line was originally launched in June 2010 as a sub-brand of Archer Farms and grew to more than 100 products over the last three years. With the move Target is playing catch-up in a now crowded Private Brand space that includes significant longtime players like O Organics fro Safeway, Nature’s Place at Food Lion, and Publix Greenwise. Over the last few years’ new brands with modern lifestyle focused “better for you” and “free from” positionings have begun to emerge like Simple Truth from Kroger and Ology from Walgreens. It remains to be seen whether the retailer will leverage this now stand alone brand to engage Her lifestyle across non-food categories as well – the potential exists for Target to create the branded solution that helps the Target guest take better care of herself and her family with smart extension it could include a wide range of products: beauty, fitness, apparel, home, cleaning, vitamins, etc. All helping Her keep Her life “Simply Balanced.”

According to Target the new brand will be food collection designed to take the guesswork out of eating well. Free of artificial flavors, colors and preservatives, the collection is built on purity, simplicity… and tastiness.

Simply Balanced has committed to refrain from using 105 common food additive ingredients, so you can be confident you’re doing something good for your health and body. The vast majority of products within the collection are made without genetically modified organisms (GMOs) and as part of Target’s commitment to wellness; Target is pledging to remove all GMOs from Simply Balanced by the end of 2014.

Organic blue corn flax tortilla chips, gluten-free pastas, wild caught Alaskan salmon, classic muesli cereal and cherry almond Greek yogurt granola brands are among the many munchies to look forward to.

Target is also setting a goal to increase organic food offerings by 25% by end of fiscal year 2017. With about 40% of its products certified organic.

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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.