Target Introduces New Grocery Brand, Commits to GMO Free in 2014


Earlier this year, Target introduced Simply Balanced, a new grocery brand within its brand portfolio.  At the time of launch in June 2013, Simply Balanced products exclude 105 common food additive ingredients, and advertise that a vast majority of products offered under this brand are made with no GMOs.

From the Target press release:  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, is mindful about the amount of sodium in each product, and forty percent of the products are organic – giving guests more of the simple, recognizable ingredients they know and want – and a food label they can understand.

Simply Balanced includes over 250 common grocery products and as part of Target’s “commitment to wellness”, the company has pledged to eliminate all GMOs in this brand by the end of 2014.

U.S. sales of organic food and beverages grew to $26.7 billion in 2010[1], with global sales of approximately $63 billion.  During the period of 2002-2011, they grew 170%, averaging about 19% per year[2].

 

 

[1] Organic Trade Association’s 2011 Organic Industry Survey 

[2] AG Professional, “Organic sales reach $63 billion, U.S. is largest market

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