(CNN) – Target launches its own line of plant-based foods as demand for meat and dairy alternatives continues to grow.
The new range includes more than 30 foods, including vegan spreads, almond milk jugs, oat milk, plant-based dips as well as meat and chicken alternatives. Target describes the new collection as “trendy, tasteful, high-quality options at incredible value for money” with items under $ 8.
Target developed and tested the food in-house and is branded Good & Gather, the flagship food brand that was introduced two years ago to take over the private label of its grocery store. The new food will gradually be launched on its website and in stores this fall.
The demand for plant-based foods continues to grow: According to Nielsen, retail sales rose by around 28% last year. This surge in demand prompted Target to further expand its product line.
“Guest demand for plant-based offerings is incredibly high and continues to grow,” said Rick Gomez, Executive Vice President and Chief Food and Beverage Officer at Target, in a press release. “By adding ‘Good & Gather Plant Based’ to our curated range of plant-based offerings, we’re giving our guests more of what they want and making it easy for them to discover the joy of eating every day.”
The aim is to survive in an increasingly competitive environment. Beyond Meat recently released a new, plant-based recipe burger that tastes more like animal beef, and its main competitor Impossible Foods raised $ 500 million last year. Both companies have cut prices on their products in the past few months.
Other herbal brands like Kroger’s Simple Truth and Nestle’s Sweet Earth have expanded their offerings.