MINNEAPOLIS — Target Corp. announced it will launch “Made to Matter — Handpicked by Target,” a collection of products from 17 leading natural, organic and sustainable brands.

“Our guests are looking for products they can feel good bringing home without sacrificing price and performance,” said Kathee Tesija, executive vice-president of merchandising and supply chain for Target. “We’re taking the guesswork out of buying better-for-you products by bringing together 17 trusted brands.”

The products will be featured near “Made to Matter” signage that will span most of Target’s product categories, including the grocery department, where featured brands will include Annie’s Homegrown, Chobani, Clif Bar & Company, Ella’s Kitchen, EVOL, Horizon Organic, Kashi, Plum Organics, Target’s Simply Balanced, and Vita Coco. The Made to Matter collection includes all products currently offered at Target by the participating brands and at least one new exclusive item from each brand.

According to Target, there will be more than 120 new and limited-time exclusive Made to Matter products, ranging from first-to-market product designs and innovations to new flavor options. Products will be available throughout the store, both in the products’ usual aisles and as part of specialized collection displays. Select products also will be available on Target.com and Target’s mobile app.

First introduced in Target stores at the end of March, new Made to Matter products will be added throughout spring and summer, with the complete collection available by September 2014, the company said.

The initiative at Target is similar to a program under way at Cincinnati-based Kroger Co. where products with similar functions are being marketed together. Kroger since September 2012 has offered a Simple Truth line of products. Both the Simple Truth and Simple Truth Organic lines of products have simple ingredient labels, and the non-organic products are free from 101 ingredients Kroger has identified as of concern to its customers.

All Simple Truth and Simple Truth Organic products are marked with the brand’s green circular logo and contain ingredient statements. Simple Truth Organic items display the U.S.D.A organic seal on the front of packaging, while Simple Truth products have visible identifiers that indicate their category. Target’s program is different from Kroger in that all the Kroger products are private brand, whereas Target will be partnering with other companies and there will be no identifiable “Made to Matter” logo on any packaging.

In March Kroger said sales of the Simple Truth line re expected to reach billion-dollar brand status by the end of fiscal year 2014.