Target To Roll Out ‘Favorite Day’ Food And Beverage Brand

In a time when consumers are seeking small ways to escape from a stressful environment, Target is rolling out a grocery brand geared toward indulging and snacking, CNBC reported.

The new Favorite Day private label will span over 700 items such as cake decorating items, non-alcoholic cocktails, beverage mixers, bakery products and high-end ice creams. Favorite Day will reach brick-and-mortar stores and the retailer’s eCommerce site next month.

Good & Gather, with over 2,000 items, is the retailer’s signature label. These products are made without high-fructose corn syrup, synthetic colors and artificial colors and sweeteners. By contrast, Favorite Day is geared toward indulgences. Beyond Good & Gather, Target has a Market Pantry in-house label, which is comprised of products such as coffee filters and flour.

Target Chief Food and Beverage Officer Rick Gomez said per CNBC that the retailer has been building out Favorite Day for over 12 months. However, he said per the outlet that it has received more relevance as individuals consume more meals in their residences and look for small ways to get away from a tedious and high-pressure period.

“Right now, more than ever, people need that little bit of reward, a little bit of indulgence, a little bit of joy in their every day,” the executive said, per CNBC.

The news comes as Target said on March 2 that years of investment into its omnichannel features fueled record sales and earnings for the fourth quarter and complete year, as pandemic-related shopping habits brought about very high increases in its digital and drive-up offerings.

The Minnesota-based operator of almost 1,900 retail locations reported that its total revenue climbed 21 percent for the holiday quarter to a higher-than-forecast $28.3 billion. And, even though the retailer’s in-store sales increased by approximately 7 percent, its digital sales jumped 118 percent and accounted for two-thirds of total growth.

Moreover, the retailer’s same-day pickup and delivery sales increased by over 200 percent.