Target launches new organic food brand

US-based discount retailer Target Corporation is introducing a new private label organic food and wellness brand called Simply Balanced, a collection of nearly 250 products across snacks, pasta, beverages, frozen seafood, dairy and cereal. The Simply Balanced line is an outgrowth of similar products within Target’s existing Archer Farms store brand, which is positioned as a premium alternative to national name brands.

According to the company, the Simply Balanced collection is crafted to be free of artificial flavours, colours and preservatives, and avoids high fructose corn syrup and trans fats. The products exclude 105 common food additive ingredients, and the vast majority of the items within the collection are made without genetically modified organisms (GMOs). Target has announced that the Simply Balanced collection will eliminate all GMOs by the end of 2014.

“The new line is in response to the growing popularity of organic foods. Although they still account for less than 10% of overall grocery sales, although the organic foods are growing at twice the rate of conventional groceries,” says Amanda Irish, senior director of Target’s store brands.

The Simply Balanced collection ranges in price from $1 for water to $14.99 for seafood. Key nutrition attributes are highlighted on the front of Simply Balanced packages to help shoppers find the products that meet their individual nutrition goals and wellness lifestyle needs.