MINNEAPOLIS — Target Corp. is introducing Good & Gather, the company’s new flagship food and beverage brand and its largest owned brand launch to date. The first offerings will be available in stores and online beginning Sept. 15, and the retailer expects the brand to include more than 2,000 products by the end of 2020.

Good & Gather products are made without artificial flavors, artificial sweeteners, synthetic colors and high-fructose corn syrup. The assortment will include products such as avocado toast salad kits and beet hummus alongside staples such as milk, eggs and cheese. Extensions will focus on children, organic and signature product lines.

“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” said Stephanie Lundquist, executive vice-president and president of food and beverage for Target. “We saw this as a huge opportunity for Target to help. So, our team got to work on our most ambitious food undertaking yet, reimagining our owned food brands to serve up convenient, affordable options that don’t cut corners on quality or taste. Good & Gather is our way of helping even the most time-strapped families discover the everyday joy of food.”

Over time, the Good & Gather brand will phase out Target’s existing Archer Farms and Simply Balanced food brands. Target also plans to reduce the number of products under the Market Pantry brand. Many products have been reformulated to deliver on taste while meeting the brand’s ingredient standards, according to Target.

Target Good & Gather brand

The debut of Good & Gather plays a role in Target’s broader effort to reimagine its owned brand portfolio. By the end of 2019, Target plans to launch more than 25 new owned and exclusive brands across all departments. Good & Gather builds on Target’s investments in its food and beverage business to enhance in-store presentation and assortment, improve product quality and reliability, and expand delivery and fulfillment options, according to the company.

During an Aug. 21 earnings call, Mark J. Tritton, executive vice-president and chief merchandising officer, elaborated on the launch of Good & Gather.

“We know that food and beverage is a big reason our guests like shopping at Target since nearly three-fourths of our baskets have at least one food item in them,” Mr. Tritton said. “And driven by the improvements we’ve implemented over the last few years, we’ve been seeing consistent growth and market share gains in food and beverage for well over a year.

“To build on this momentum, it’s critical that our approach to every aspect of our food offering from selection to presentation brings joy to our guests’ lives. So, in developing this brand, the product, design and development team is focused on delivering taste, quality and ease.”