Dive Brief:

• There are more than 50 products being sold under Target's new store brand, Simply Balanced.
• The items feature natural and organic foods, and come in packaging that evokes cleanliness and simplicity.
• The new brand debuts following a revamp of Target's store design that increased shelf space for food in most locations.

Dive Insight:

We haven't had a chance to try any Simply Balanced foods yet. But when we do, we expect to be pleased. Target seems always to be able to find the sweet spot between low cost and high quality. Still, we think the brand name that Target chose for its new line of food products is sort of strange. "Simple" and "Balanced" are certainly the perfect words to describe what health-conscious eaters seek. But "Simply Balanced" reminds us of Target's "Simply Shabby Chic" line of home furnishings. But maybe that's just us.