Target announced Good & Gather, the company’s largest owned food and beverage brand, which will include new and trend-forward products such as avocado toast salad kits and beet hummus alongside everyday staples such as milk, eggs and cheese.

Good & Gather is Target’s largest owned brand launch. By the end of 2020, it will include more than 2,000 products across food and beverage from dairy to produce, ready-made pastas and meats to granola bars and sparkling water.

Grounded in guest research, the flagship brand will offer a wide range of food and beverage products that prioritize taste, quality ingredients and ease, at a great value. Good & Gather will be available in stores and online on Target.com for same-day delivery beginning Sept. 15.

“Our guests are incredibly busy and want great-tasting food they can feel good about feeding their families,” said Stephanie Lundquist, executive vice president and president of food and beverage for 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.”

As Target’s flagship food brand, Good & Gather will include a number of product extensions, including kids, organic, seasonal and signature lines. Over time, Good & Gather will phase out Target’s existing Archer Farms and Simply Balanced food brands and reduce the number of product offerings under the Market Pantry brand, simplifying the food and beverage shopping experience. However, guests will still be able to get most of the products they know and love under the Good & Gather name, many of which have been reformulated to be even better, having undergone rigorous testing to ensure that they taste great and meet the brand’s ingredient standards.

The introduction of Good & Gather reinforces Target’s commitment to making it easy for guests to discover the joy of food. The new owned brand launch builds on the company’s investments in its Food & Beverage business to enhance in-store presentation and assortment, increase product reliability and expand fulfillment options, such as same-day delivery.