Estimated 2012 private label sales: $14.6 billion
Banners: Target, SuperTarget, CityTarget, PFresh
Private and exclusive labels: Archer Farms, Market Pantry, Simply Balanced, Threshold, Wine Cube, Sutton & Dodge, up & up, C9, Cherokee, Circo, Gilligan & O’Malley, Merona, Mossimo, RE/Room Essentials, xhiliration, Pixi, Boots & Barkley, Bathery, Giada De Laurentiis for Target, Sonia Kashuk, Nate Berkus Collection, Apotheke M, Umberto Beverly Hills, Chefmate, Liz Lange Maternity, Simply Shabby Chic
Notes: This year, Target has begun the process of replacing its Archer Farms Organic and Archer Farms Simply Balanced products with its new Simply Balanced brand, with dozens of new products released, including various snacks, pasta and pasta sauce, rice and various other grains, fruit snacks, milk and other beverages, butter, frozen and dried fruit, frozen and dried vegetables (yes, dried vegetables), frozen seafood, soup, and breakfast cereals. This line reportedly does not include 105 “common food additive ingredients,” and is largely GMO-free—and will be completely GMO-free by the end of next year. This marks a significant investment in a new brand—and a leading-edge one, at that. Recent projections put non-GMO products, which have a USDA-defined connection to organic foods and an oft-perceived one with natural, at around 30 percent of total food and beverage sales by 2017.