by: Elizabeth Renter
Super store giant, Target, has announced they will be adding a new brand to their shelves—one that is made with natural health in mind. Called Simply Balanced, the brand will be on shelves soon and will phase out genetically modified ingredients by the end of 2014.
According to a press release on the Target official website, the initial roll-out will include a selection of foods that are 40% organic and the majority of them will not contain GMOs. GMOs will be completely absent from the ingredients within the next year and a half.
This, they say, is in an effort to align with the “increasing demand for healthy food products at a great price.” The Simply Balanced brand will also exclude other harmful ingredients while striving to provide consumers with a natural and affordable store-brand option.
The Simply Balanced collection is crafted to be free of artificial flavors, colors and preservatives, and avoids high fructose corn syrup. The collection never uses trans fats, is mindful about the amount of sodium in each product, and forty percent of the products are organic – giving guests more of the simple, recognizable ingredients they know and want – and a food label they can understand.
As a wellness brand built on purity and simplicity, Simply Balanced products exclude 105 common food additive ingredients, and the vast majority of the items within the collection are made without GMOs. As part of Target’s commitment to wellness, the Simply Balanced collection will eliminate all GMOs by the end of 2014.
In all, there will be nearly 250 products carrying the brand name, ranging in price from $1 for water to $14.99 for seafood products. Snacks, pasta, drinks, dairy, cereal, and frozen seafood will all be included in the lineup.
This brand is replacing two subsets of the current store-brand Archer Farms: Archer Farms Simply Balanced and Archer Farms Organic. The store will begin rolling out the new products this month.
As consumers continue to voice their opinions with the almighty dollar, corporations have no choice but to respond accordingly. Continue supporting businesses that provide organic, local, and GMO-free products and urge local stores to carry more of these options.