Target delves deeper into organics

by Eric Schroeder
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MINNEAPOLIS — Target Brands, Inc. looks to build its grocery business with the launch of Simply Balanced, a new food line within its existing Archer Farms store brand portfolio.

The Simply Balanced product launch is part of Target’s larger effort to boost organic food selection by 25% by 2017 and eliminate all bioengineered ingredients from the line by the end of 2014. At launch, 40% of the items are organic and three-quarters are bioengineered free, the company said.

Target said the product line is free of artificial flavors, colors and preservatives, and high-fructose corn syrup. In addition, the Simply Balanced line contains no trans fats, and “is mindful” about the amount of sodium in each product.

The Simply Balanced line offers nearly 250 products across snacks, pasta, beverages, frozen seafood, dairy and cereal. The products range in price from $1 for water to $14.99 for seafood. Key nutrition attributes are highlighted on the front of Simply Balanced packages to help consumers find the products that meet their individual nutrition goals and wellness lifestyle needs.

Target said the new Simply Balanced line is replacing two subsets of the Archer Farms brand: Archer Farms Simply Balanced and Archer Farms Organic.

“Many of guests’ favorite products from those labels will now be included in the Simply Balanced collection, along with delicious new food products,” the company said. “We know many of our guests are increasingly seeking to add wholesome and organic food options to their wellness lifestyle, inspiring us to introduce a new collection where guests can find these attributes in one place.”

The launch comes three years after Target introduced Archer Farms Simply Balanced in June 2010. The Archer Farms Simply Balanced products met certain criteria that were labeled on the front of packages, including a maximum of 30% calories from fat, a maximum of 10% calories from saturated fat, 0 grams of trans fat, a maximum of 25% of calories from added sugar, and no artificial flavors, synthetic colors or artificial sweeteners.

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