Target Launches Simply Balanced Food Line, Responds to Demand for Organic and Non-GMO

By Analiese Paik

As Whole Foods goes, so goes the “natural” grocery marketplace. Proof is Target’s announcement yesterday introducing a new food collection called Simply Balanced. In addition to all the basic things we care about – no artificial flavors, colors, preservatives, high fructose corn syrup, and trans fats –  forty percent of the products are organic.

While most foods in the line are made without GMOs, the Simply Balanced collection will eliminate all GMOs by the end of 2014.

The Simply Balanced line of almost 250 products replaces the Archer Farms Simply Balanced and Organic lines and includes snacks, pasta, beverages, frozen seafood, dairy and cereal. Check the front of the bag for (mostly) clear labeling. The word natural is a tough one to use since it’s not regulated by the FDA. GMO foods are commonly labeled natural or all natural.

“We know many of our guests are increasingly seeking to add wholesome and organic food options to their wellness lifestyle, inspiring us to introduce a new collection where guests can find these attributes in one place.” This is corporate speak for “This segment of the market is on fire and we’re going after it!” Great work consumers!

Simply Balanced will be rolled out starting this month and offerings will grow over time. Remember that the collection will not be GMO-free until the end of 2014, so choose those items labeled “organic”.

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