Target phasing out 28-year-old store brand


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CHICAGO – Retail giant Target has announced that it will be phasing out one of its beloved store brands, Archer Farms, and replacing it with its new store brand, Good and Gather. 

Archer Farms was launched in 1995 and became a top seller for the store, offering private label quality at store brand pricing. The store brand expanded to include a wide variety of food and beverage staples, including cereal, cookies, crackers, ice cream, yogurt, frozen pizza, and more. However, to the dismay of many loyal customers, these items will no longer be offered at Target.

Target has confirmed that Archer Farms is being phased out, and the change has upset some customers who have grown accustomed to the brand’s quality products. While Target has dropped products before, the suddenness of this change has raised eyebrows. 

Most customers shop by habit, and the absence of Archer Farms products may leave them feeling lost. Some customers have taken to social media to express their disappointment and frustration.

This is not the first time Target has discontinued a fan favorite product. In the past, the store discontinued its basic store brand Hair and Body Baby Wash and replaced it with scented store brand hair and body baby wash, leaving some customers dissatisfied.

As with any retail change, it’s up to customers to decide whether they want to stick with the store’s new offerings or shop elsewhere. In the ever-changing landscape of retail, it’s essential for stores like Target to adapt to the needs of their customers and continue to offer the best products at the best prices.


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