Minneapolis — Target Stores, Inc. is rolling out a new organic and non-GMO private label brand line of snacks and drinks called Simply Balanced. The first items hit shelves this weekend and the company plans to introduce snack bars, Fruit Crispie Bites, popcorn, fruit strips and more products this month.
The company will expand the line throughout the year to include 250 items, half of which are organic and 75 percent of which are non-GMO. Target also claims it will boost its organic food selection by 25 percent by 2017 and will convert the entire line to non-GMO by the end of 2014. The line is reportedly priced similar to Target's other private label brand line, Archer Farms.
Amanda Irish, senior director of store brands, tells the Associated Press Target decided to develop the line in response to the popularity of organic brands, which Irish says are growing at twice the rate of traditional groceries.