Target is building on the initial success of its Good & Gather brand. Good & Gather has brought in more than $1 billion in sales and promises to become every bit as lucrative as Target had hoped. The retailer has been rolling out the brand in stages. In September of 2019, Good & Gather launched with 650 products. This spring, Target added 600 more products as the coronavirus pandemic pushed food spending increasingly to grocery stores. Now, 600 more items are being added to the Good & Gather assortment, including meatless burgers, jalapeño avocado hummus, and honey vanilla butter.
Target announced in 2017 that it would add more store-owned brands as a way to bring higher profitability and differentiate from the competition.