Target to Eliminate GMOs from Simply Balanced Brand

Activist Post

Designed to meet the increasing demand for healthy food products at a great price, Target is introducing Simply Balanced, a new food collection within its owned brand portfolio.

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. 
The Simply Balanced collection offers nearly 250 products across snacks, pasta, beverages, frozen seafood, dairy and cereal. The collection ranges in price from $1 for water to $14.99 for seafood. Key nutrition attributes are highlighted on the front of Simply Balanced packages to help guests find the products that meet their individual nutrition goals and wellness lifestyle needs.


The new Simply Balanced collection is replacing two subsets of the Archer Farms brand: Archer Farms Simply Balanced and Archer Farms Organic. Many of guests’ favorite products from those labels will now be included in the Simply Balanced collection, along with delicious new food products. 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.

Beginning in early June, Simply Balanced products will begin to be available in Target’s grocery aisles, with the full collection rolling-out over a period of months. For additional information, visit Target’s A Bullseye View.

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