Target Corporation, the second largest general merchandise retailer in the US, has launched a flagship range of owned-brand food and beverage products.

The Good & Gather brand is “grounded in guest research”, according to the retailer who added that it will comprise products that “prioritise taste, quality ingredients and ease, at a great value”.

The move represents the retailer’s largest owned-brand launch. By the end of 2020, Target said the range will include more than 2,000 products from dairy to produce, ready-made pastas and meats, to granola bars and sparkling water.

The range was developed in-house with products having passed “rigorous quality and taste” tests. Target said products are made without artificial flavours and sweeteners, synthetic colours and high fructose corn syrup, and are backed by a money-back guarantee.

“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” says Stephanie Lundquist, executive vice president and president, Food & Beverage, Target.

“We saw this as a huge opportunity for Target to help. So our team got to work on our most ambitious food undertaking yet, reimagining our owned food brands to serve up convenient, affordable options that don’t cut corners on quality or taste.

“Good & Gather is our way of helping even the most time-strapped families discover the everyday joy of food.”

Although the range is geared more towards the budget conscious, it won’t shirk food trends. Indeed, Target said it will boast products such as avocado toast salad kits and beet hummus alongside everyday staples such as milk, eggs and cheese.

Good & Gather will be available in stores and online for same-day delivery beginning September 15, 2019.