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Target Rolling Out Organic Brand

June 13, 2013

Target is planning a new organic and natural store brand as it works to rev up its grocery business, the AP reports. The retailer says the new brand, called Simply Balanced, will start with drinks and snacks like corn chips.

The line is an outgrowth of similar products within its existing Archer Farms store brand.

Amanda Irish, senior director of Target's store brands, told the AP the new line is in response to the growing popularity of organic foods. Although they still account for less than 10 percent of overall grocery sales, she says organic foods are growing at twice the rate of conventional groceries.