We found the formula... Add alliteration, an ampersand, and two quasi-wellness-sounding phrases together — you've got a food brand desperate for Millennial eaters. Target proudly launched Good & Gather to be its first flagship grocery brand: 650 food items hit shelves next month, with 2,000 more coming next year. It'll democratize the whole organic fridge:
- Snacks: Good & Gather covers the fast-growing food space of bite-sized options with nut bars and organic flax chips.
- Staples: To fit in your everyday routine, it features almond milk and cage-free eggs.
- Meals: With the rise of convenient grab-and-go, it's offering Avocado Toast Salad kits.
Multi-billion dollars by 2020... That's Target's aggressive expectation for Good & Gather's value. The big box store is optimistic because of its own "one-stop-shop" status — 75% of Target customers who just want a non-food thing also end up buying at least one food thing. Now it wants that delightful food item to be a Target brand.
Groceries are how you Amazon-proof yourself... Only 4% of grocery buying in America is done online — and humans need food daily. Amazon's online grocery experiments with Whole Foods (which it owns) and Amazon Fresh haven't thrived. Meanwhile, Walmart gets half its sales from groceries and is America's biggest grocer. Target hopes Good & Gather can help it hit that 50%-of-sales grocery mark.