Target Publishes its First Good & Gather Cookbook

Target has created a 100-recipe cookbook featuring ingredients from its Good & Gather private label brand. Good & Gather, launched in 2019, is on pace to become a $4 billion owned brand at Target. The move is part of the Minneapolis-based retailer's strategy to become a food discovery destination and an authority in food and beverage merchandising, the company said. Every ingredient included in the "Good & Gather: Discover Delicious Every Day" cookbook is available at Target. As part of Target's larger food and beverage strategy, the Good & Gather cookbook launch follows the addition of 3,000 new food items during the first quarter of this year.

Total Retail's Take: This new cookbook helps Target move beyond selling individual grocery items and toward solving a broader customer need: deciding what to cook. The cookbook serves as a source of meal inspiration, which of course leads readers back to Target's stores and website to purchase the ingredients featured.

Furthermore, leaning into private label is a prudent strategy at a time when many value-conscious consumers are seeking to lower their grocery spending without substantially changing what they eat. Also, it's wise for Target to double-down on an existing strength: more than 40 percent of Target grocery trips already include at least one Good & Gather product. The cookbook will be a tool to help the retailer increase grocery trip frequency and total basket size, and at a higher margin than national brands provide.