Target expands private label offerings through chef partnership
Dive Brief:
Target announced Wednesday it has teamed up with James Beard Award-winning pitmaster Rodney Scott to launch 12 co-branded products for the retailer's Good & Gather brand.The Good & Gather Collabs + Rodney Scott collection features barbecue goods such as Carolina-style appetizers, relish, sauces, honey-flavored cornbread and muffin mix, and brown sugar baked beans.This collaboration marks Target's second time co-branding food items under its private label line as the retailer works to ramp up its offerings under its grocery brands.
Dive Insight:
The new collaboration comes at the beginning of the summer merchandising season, when consumers look to retailers for supplies to fuel their cookouts.
All of the products under the new collab are under $9, with a majority under $4, Target said. An unspecified number of items under the collab will have a starting price of $2.99 for a limited time, according to the retailer. The items will be sold in stores and online starting June 1.
Scott, who grew up in South Carolina, has "perfected the art of whole-hog BBQ" and brings a positive attitude, Target said.
Target launched its first Good & Gather Collabs earlier this year with fellow James Beard Award-winning chef and restaurateur Ann Kim. That line featured frozen pizzas and appetizers.
Grocery, and especially private label grocery, is playing a key role in Target's summer plans. Earlier this month, Target included grocery items in its plans to add more than 10,000 items to its assortment this summer, with thousands priced below $20. The retailer has also planned in-store seasonal displays, including The Boardwalk Shop, a food and beverage destination featuring seasonal treats such as red, white and blue snacks and limited-time build-your-own s'mores kits.
Target has also announced seasonal private label items like beef burger patties and several Favorite Day items, such as tart cherry ice cream, dill pickle pretzel twists and hot chili lime popcorn.
Launched in 2019, Good & Gather is Target's top-selling private brand, with more than 2,500 items that are free from artificial flavors, synthetic colors, artificial sweeteners and high fructose corn syrup.
Food and beverage was a bright spot in Target's first quarter as nearly all other categories recorded declines in sales during the period. Net and comparable-store sales were down 2.8% and 3.8%, respectively, for the quarter, the retailer reported earlier this month.
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