Target Introduces New Grocery Wellness Brand, Simply Balanced

Designed to meet the increasing demand for healthy food products at a great price, Target is introducing Simply Balanced, a new food collection within its private label portfolio.

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 40 percent of the products are organic.

As a wellness brand built on purity and simplicity, Simply Balanced products exclude 105 common food additive ingredients, and the vast majority of the items within the collection are made without GMOs. As part of Target’s commitment to wellness, the Simply Balanced collection will eliminate all GMOs by the end of 2014.

The Simply Balanced collection offers nearly 250 products across snacks, pasta, beverages, frozen seafood, dairy and cereal. The collection ranges 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 customers find the products that meet their individual nutrition goals and wellness needs.

The new Simply Balanced collection is replacing two subsets of the Archer Farms brand: Archer Farms Simply Balanced and Archer Farms Organic. Many products from those labels will now be included in the Simply Balanced collection, along with new items.

Beginning in early June, Simply Balanced products will begin to be available in Target’s grocery aisles, with the full collection rolling out over a period of months.

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