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03/09/2021

Target embraces indulgence with Favorite Day brand

The food-and-beverage brand will encompass 700 products across such categories as bakery, ice cream, trail mix, snacks, cake decorating supplies, mocktails and beverage mixers, among others.
David Salazar
Managing Editor
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Target’s newest owned food-and-beverage brand is helping consumers indulge themselves. The company is introducing Favorite Day, which includes more than 700 sweet and savory products across two product lines — Favorite Day Bakery, which includes baked goods, and Favorite Day Gourmet, which encompasses sweets like ice cream and more. 

Target said Favorite Day was developed by its in-house team of food scientists and recipe developers, who have whipped a host of products, including bakery, trail mix, snacks, candy, cake decorating supplies, beverage mixers and mocktails, among many others. The company said the brand and its products — all of which come in at less than $15 — aim to fill the white space around wide-ranging food and beverages designed around celebration and indulgence. 

The retailer announced last week that four of its store brands earned more than $2 billion annually, including Good & Gather, which Favorite Day complements.

“We’re thrilled to build on Good & Gather’s success and the strength of Target’s food and beverage business by debuting our new owned brand, Favorite Day,” said Rick Gomez, Target executive vice president and chief food and beverage officer. “Rooted in guest insights and developed by our talented Target team, Favorite Day is a sweet and savory addition that tastes amazing, makes life’s little moments of indulgence even sweeter and continues to differentiate Target’s owned brand portfolio.”

Some highlights of the new brand are s’mores chocolate bark with Golden Grahams pieces, caramel cold brew ice cream made with Colombian cold brew coffee and real bits of chocolate chunks with a caramel swirl, and ciabatta bread. The chocolate bark focuses on nostalgia with the Golden Grahams pieces and the ice cream aims to make inroads in the premium ice cream space. The ciabatta offers an example of the brand’s savory options. 

Favorite Day is designed as a complement to Good & Gather, the retailer’s flagship private food and beverage brand, which Target expanded last fall to include the more premium Good & Gather Signature, and which the company highlighted as a big growth driver — alongside its nonfoods owned brands — in its recent earnings report. 

The brand will roll out to Target stores, the retailer’s website and its pickup, curbside and same-day delivery offerings beginning April 5.