Target Introduces ‘Simply Balanced’ Wellness Food Brand
Target is introducing Simply Balanced, a new food collection within its owned brand portfolio.
The Simply Balanced collection is crafted to be free of artificial flavors, colors and preservatives and avoids high fructose corn syrup. The collection never uses trans fats and is mindful about the amount of sodium in each product, the retailer says. Forty percent of the products are organic.
Simply Balanced products exclude 105 common food additive ingredients, and the majority of the items within the collection are made without GMOs; the Simply Balanced collection will eliminate all GMOs by the end of 2014.
Simply Balanced offers nearly 250 products across snacks, pasta, beverages, frozen seafood, dairy and cereal. The 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 customers find the products that meet their individual nutrition goals and wellness lifestyle needs.
The new Simply Balanced collection is replacing two subsets of the Archer Farms brand: Archer Farms Simply Balanced and Archer Farms Organic. Many of the products from those labels will now be included in the Simply Balanced collection, along with new food products.
Some Simply Balanced products will be available in Target’s grocery aisles this month, with the full collection rolling out over a period of months.