Fifty2, The MPB Project: Target – Simply Balanced

Simply Balanced Front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly Fifty2 The MPB Project Logoseries looks at each great Private Brand with insight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

Simply Balanced
In mid 2013, Minneapolis-based retailer Target continued the evolution of its impressive and expansive Private Brand portfolio, with the spin-off of Simply Balanced from its parent Archer Farms. The launch included close 250 products.

The new Simply Balanced collection replaced two subsets of the Archer Farms brand: Archer Farms Simply Balanced, which was launched in 2010, and Archer Farms Organic. The move quickly and impressively positioned the new Simply Balanced as a modern lifestyle focused “better for you” and “free from” brand 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. It has become a true differentiator for Target and the branded solution that helps the consumer keep her life “Simply Balanced.”

Simply Balanced committed to refrain from using 105 common food additive ingredients, so consumers can be confident they’re doing something good for their 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, the company is pledging to remove all GMOs from Simply Balanced by the end of 2014.

Simply Balanced sets itself apart in the Target Private Brand portfolio as the first grocery brand to step away from traditional private label tiering and fully embody the “design for all” ethos of Target — its bold colorful teal packaging and lifestyle focused positioning are the embodiment of the Target brand in food. Simply Balanced is a credible and exciting combination of natural and organic, fashion and wellness that is uniquely Target.

Brand: Simply Balanced
Brand Focus:
Minneapolis, Minnesota
2013 Stores: 1,763

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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.