Last September, Target launched a private label brand dubbed Good & Gather to give customers the ability to purchase quality food without artificial flavors, synthetic colors, artificial sweeteners and high fructose corn syrup at affordable prices. Just one year later, after tremendous success becoming the retailer’s number one product line with more than $1 billion in sales, Target is adding about 650 additional products to the line.
The company is adding products like hummus, meatless patties and coffee, bringing the brand to offer just about 2,000 items, officially making Good & Gather Target’s largest owned brand, according to the company’s press release.
“Food plays such an important role in our guests’ lives,” said Stephanie Lundquist, executive vice president and president, Food & Beverage, Target. “And now, as guests are eating and cooking at home—and appreciating good value—more than ever, Good & Gather’s delicious, high-quality assortment and affordable price continues to set Target apart, while helping our guests discover the joy of food every day. And they’re going to love what we’re serving up this fall.”
The company said it is aiming to help consolidate its customers’ trips out to stores as COVID-19 has become a top concern amongst the country, making hygiene and safety as a must-have for customers. Target also offers same-day Order Pickup and Drive Up options and same-day delivery with Shipt.
The premium add ons to Good & Gather come as Target witnessed record-breaking sales in Q2 with the company registering a 24.3 percent growth in comparable sales. The increase in sales led Target’s operating income to rise by 73.8 percent to $2.3 billion, resulting in a $5 billion increase in market share and 10 million new customers in the first half of the year.
The growth in sales was largely driven by a 10.9 percent increase in in-store comparable sales, a 195 percent increase in digital comparable sales and, most importantly, a 273 percent increase in demand for its same-day services, which includes Drive-Up, Pick Up and Shipt.