NEW YORK — Target is offering new natural and organic food products as part of its Simply Balanced private label, according to published reports.
The Associated Press reported that the line would start with such products as drinks and snacks, and was an outgrowth of similar products sold under the Archer Farms label.
A spokeswoman for Target told Drug Store News that the new collection would replace the existing Archer Farms Simply Balanced collection and Archer Farms organic products and would include many of the products from the previous collection, as well as new ones. The company launched Archer Farms Simply Balanced in 2009.
"We know many Target guests are increasingly seeking to add wholesome and organic food options to their wellness lifestyles," the spokeswoman said. "By introducing a new collection where guests can find these attributes in one place, Target is enhancing these choices in its grocery assortment to become a destination for healthy foods at great prices."
The AP also reported that the mass merchandise retailer would be announcing plans to increase its selection of organic foods by 25% within four years. Plans are in place to eliminate all genetically modified ingredients from the line by the end of next year.