Target Looks To Win With Private Brand

Target culinary development scientist Catherine Potter experiments with a recipe that will go on the back of a package of meatballs under the store’s Simply Balanced brand. Target has been investing more energy in its in-house brands as it seeks to boost grocery sales. – Jeff Thompson/Marketplace

This week public radio stalwart Marketplace and senior reporter Annie Baxter ran a great piece on Minneapolis based retailer Target and their effort to differentiate with private brand.

Target seeks grocery lift from private-label foods

Grocery at Target is a $20 billion business. But it doesn’t drive a lot of traffic. Those who buy groceries at Target stores usually have come to purchase something else.

“Today they shop for food while they’re at Target, and we want them to think of us more at the forefront of their minds,” said Amanda Irish, vice president of Owned Brand Food and Essentials for Target.

Irish said Target’s strategy for spiffing up grocery includes strengthening its three private-label food brands.

They provide a kind of value ladder, with some of the least expensive items housed in Market Pantry, and the more expensive “wellness” items found under Simply Balanced.

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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.