Simply Balanced Grows at Target

Simply Balanced adMinneapolis based retailer Target continues to grow and promote it’s newest Private Brand Simply Balanced with a block in its circular. The move comes as the brand has begun to get traction in store with significant shelf presence in candy, chips, cereal, dairy, snacks and notably frozen seafood. The brand is also being promoted in store with a large poster attached to a freezer case at the end of the dairy aisle as well as at shelf signage that explains the brand transition from Archer Farms to Simply Balanced to Target customers. Each shelf sign reads “Your Favorite (Products) Have A Brand New Look” and comes complete with a picture of the old and new packaging.

Target Simply Balanced 2

Target Simply Balanced 1



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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.