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Target Broadens Natural/Organic Offerings Under New Brand

June 8, 2013: 12:00 AM EST
Target, joining other big supermarket and retail chains in efforts to upgrade the image of house brands and boost grocery sales, is launching an array of natural and organic products under the brand Simply Balanced. The Simply Balanced brand is an extension of similar products currently offered under Target’s Archer Farms brand. Organic foods account for only ten percent of overall grocery sales, Target says, but are growing at double the rate of conventional groceries. The company’s plan is to increase its organic food offerings by 25 percent by 2017.
"Target plans an organic, natural grocery brand", USA Today, June 08, 2013, © The Associated Press
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